MCS 2600 Chapter 4: Chapter 4 Consumer Behavior.docx

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Motivation as a psychological force: to understand the types of human needs and motives and the meaning of goals this driving force exists because of the result of an unfulfilled need. Motivation is the driving force within individuals that impels them to action. Needs innate needs are physiological (biogenic) they include the needs for the vital things for humans to live, are also known as primary needs or motives. Acquired needs (psychogenic) are needs that we learn in response to our culture or environment, they are also known as secondary needs or motives. Model of the motivation process page 89 figure 4. 2. Motives or needs can have a positive or negative direction. We may feel a driving force toward some object or condition or a driving force away from some object or condition. i. e working out to avoid health problem negative outcome, or to look more attractive positive outcome.