MKG 310 Chapter Notes - Chapter 10: Trait Theory, Blood Sugar, Tachycardia
Document Summary
The energizing force that activates behavior and provides purpose and direction to that behavior. Helps answer the questions of why consumers engage in specific behaviors. Personality reflects the relatively stable behavioral tendencies that individuals display across a variety of situations. Helps answer the questions of what behaviors consumers choose to engage in to achieve their goals. Emotions are strong, relatively uncontrollable feelings that affect our behavior. A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. First divides motivation into four main categories using two criteria: Cognitive motives focus on the person"s need for being adaptively oriented toward the environment and achieving a sense of meaning. Affective motives deal with the need to reach satisfying feeling states and to obtain personal goals. Preservation-oriented motives emphasize the individual as striving to maintain equilibrium.
