RSM225H1 Lecture Notes - Expectancy Theory, Carbon Footprint, Global Health

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Motivation: processes that cause ppl to behave as they do. Drive: degree of arousal of the urgency that the consumer feels to reduce the tension that comes from a discrepancy between the consumer"s present state and some ideal state. Drive theory: focus on biological needs that produce unpleasant states of arousal. Expectancy theory: behavior is largely pulled by expectations of achieving desirable outcomes, rather than pushed from within (choose one product over another cuz we expect this choice to have more positive consequences for us) Want: particular form of consumption used to satisfy a need (two hungry ppl may have the same need, but one may want vege the other one may want cheeseburger. Biogenic need: necessity to maintain life such as food, water. Psychogenic need: acquired in the process of becoming a member of a culture (status) Approach-approach conflict: a person must choose btwn two desirable alternative.

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