MGMC02H3 Lecture Notes - Lecture 2: Appraisal Theory, Bottled Water
Document Summary
Enduring once we know it we want to always be connected to it. It is really important to connect the person to this otherwise consumers won"t come back. Situational if you don"t have enduring you just have situational. Response version of situational, you react to something that has been presented to you. You have to develop personal relevance: self-concepts a behavioural construct that helps develop a sense of person. What are you willing to pay: needs internal state of tension created by disequilibrium from an ideal or desired state. Maslow"s hierarchy of needs splits up the needs of people. At any given time you have to satisfy your lower needs. Once a lower level need is satisfied it is no longer motivating. Categorizing needs [social vs. non-social] each split up into functional, symbolic and hedonic. Needs are dynamic (i. e they come and go). Exist in a hierarchy and are internally and externally aroused.
