MKTG 332 Lecture Notes - Lecture 6: Decision-Making, Appraisal Theory, Emotion Classification
Document Summary
Motivations: driving forces behind human actions that push consumers to address real needs: homeostasis: state of equilibrium wherein the body reacts in a way so as to maintain a constant, normal bloodstream o. Self-improvement: motivations aimed at changing the current state to a ideal level: regulatory focus theory: notion that consumers orient their behavior either through prevention or promotion focus. Maslow"s hierarchy of needs: theory of human motivation which describes consumers as addressing a finite set of prioritized needs o. States that consumers first seek value by satisfying the most basic needs: needs include physiological, safety, belongingness, esteem, and self- actualization. Utilitarian: drive to acquire products that can be used to accomplish something: helps a consumer maintain his or her state, work similar to homeostasis. Hedonic: drive to experience something emotionally gratifying. Emotion: specific psychological reaction to a human appraisal: creates visceral responses. Visceral responses: states of feeling ties to physical reactions in a direct way: determines marketing success.
