Management and Organizational Studies 3321F/G Chapter Notes - Chapter 4: Cognitive Dissonance, Thematic Apperception Test, Drive Theory

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Tara Lee

Document Summary

Motivation: the processes that cause people to behave as they do. Occurs when a need is aroused that the customer wishes to satisfy. Once the need has been activated a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. The need may be utilitarian (desire to achieve some functional or practical benefit, ex. durable shoes) or hedonic (experiential need involving emotional responses or fantasies, ex. special running shoes for a triathlon) End goal = the consumer"s desired end state. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension eg. blackberry tool not toys appeals to those utilitarian needs rather than hedonic. Drive: when there is a discrepancy b/w a current and desired state that creates a state of tension, and the consumer will feel a need to reduce the tension. Magnitude of the tension = the urgency felt to reduce tension.