MKT 400 Lecture Notes - Lecture 4: Human Behaviour, Homeostasis, Emotional Contagion

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17 May 2018
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Chapter 5: Motivation and Emotion: Driving Consumers Behaviour
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1. What initiated
Human
Behaviour
Motivations
The inner reasons or driving forces behind human
action as consumers are driven to address real
needs
Human motivations are oriented toward two key
groups of behaviour
1. Homeostasis
The body naturally reacts in a way so as to
maintain a constant, normal bloodstream
2. Self
Improvement
Chagig oe’s urret state to a leel that is
more ideal
2. Classify
basic
consumer
motivations
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Document Summary

Chapter 5: motivation and emotion: driving consumers behaviour. The inner reasons or driving forces behind human action as consumers are driven to address real needs. Human motivations are oriented toward two key groups of behaviour. The body naturally reacts in a way so as to maintain a constant, normal bloodstream. Cha(cid:374)gi(cid:374)g o(cid:374)e"s (cid:272)urre(cid:374)t state to a le(cid:448)el that is: homeostasis, self. Represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act. High involvement or irrational behaviour: consumer. Emotions emotions and how they help shape value. Because they involve psychological processing and physical responses. Certain feelings states are tied to behaviour. Describes how specific types of thoughts can serve as a basis for specific emotions. A transient (temporary and changing) and general. The value of a target is influenced in a consistent (cid:449)ay (cid:271)y o(cid:374)e"s (cid:373)ood. Represents the feelings a consumer has about a particular product or activity: different.

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