MKTG 35035 Chapter Notes - Chapter 5: Normative Social Influence, Expectancy Theory, Retail Therapy

• School: Kent State University
• Department: Marketing
• Course: MKTG 35035
• Professor: Theresa Melotti

Document Summary

We"re going to look at six of these factors in this unit. The first three motivation, involvement, and emotions in this chapter, and the second three personality, lifestyles, and identity in the next chapter: motivation is a concept you"re probably already familiar with. People talk all the time about how motivated people are to do something. Essentially, this is just the reason or the drive behind why you do something or why you behave in a particular way. The first part of motivation is the direction. This is what we usually call a goal. When people talk about how motivated or unmotivated a person is, they are usually making an assumption about how strong that person"s drive or motivation is. But sometimes what seems like a lack of drive is really just someone who is driving towards a different goal. Just like value, consumers can have different goals in their consumer decision making processes.