BUS-3240 Study Guide - Final Guide: Cognitive Dissonance, Drive Theory, Expectancy Theory

• School: University of Winnipeg
• Department: BUSINESS AND ADMINISTRATION
• Course: BUS-3240
• Professor: Consumer Behavior

Document Summary

Motivation the processes that cause people to behave as they do. Occurs when a need is aroused that a consumer wishes to satisfy. Drive a degree of arousal that determines the urgency of someone to meet a need. Motivational strength the degree to which a person is willing to expend energy to reach one goal as opposed to another. This reflects their underlying motivation to reach that goal: can be biological or learned (drive theory vs. expectancy theory) Drive theory focuses on biological needs that produce unpleasant states of arousal. We strive to reduce these tensions to achieve homeostasis (balance) Expectancy theory suggests that behavior is largely pulled by expectations of achieving desirable outcomes (pos. incentives) rather than pushed from within. Motivational direction: want a form of consumption used to satisfy a need, need, biogenic food, air, water, shelter, psychogenic status, power affiliation, utilitarian objective, tangible attributes (ex. # of calorie intake: hedonic subjective, experiential (ex.