COMMERCE 3MB3 Chapter 4: Chapter 4
22 Jun 2019
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Document Summary
Motivational processes answer the question of why we behave in certain ways. Need arousal tension state drive to reduce tension. Needs can be biological or psychological; utilitarian (useful) or hedonic (experiential) The need reduction route is affected by cultural and personal factors; the need becomes a want. Expectancy theory: we are motivated by our expectations of positive outcomes. Can account for biological and cognitive processes that drive motivation. The more desirable the expectation, the greater the effort to achieve the end goal. Avoidance goals: those we try to avoid. Decisions that combine multiple motives create internal conflict or dissonance. When we are attracted to a goal and want to avoid it at the same time, the alternative has both negative and positive consequences. When both alternatives are circumstances that we prefer to avoid choosing the lesser of two evils. Might not want to think about it or purchase it, but it could be even worse if you do not act.
