COMMERCE 3MB3 Final: marketing exam.doc

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 3MB3
• Professor: Maureen Hupfer

Document Summary

Motivation process: motivational processes answer the question of why we behave in certain ways. Need arousal -- tension state-- drive to reduce tension. Needs can be biological or psychological; utilitarian (useful) or hedonic (experiential) The need reduction route is affected by cultural and personal factors; the need becomes a want. Motivational strength: expectancy theory: we are motivated by our expectations of positive outcomes. Can account for biological and cognitive processes that drive motivation. The more desirable the expectation, the greater the effort to achieve the end goal. Approach-avoidance conflict: when we are attracted to a goal and want to avoid it at the same time. The alternative has both negative and positive consequences. Maslow"s hierachy: physiological needs(hunger, thirsts), safety needs(security, protection), Social needs(sense of belonging, love), esteem needs(self-esteem, recognition, status), self- actualization needs(self-development, realization) Mcguire"s motives: consistency : the basic desire to have all aspects of oneself more or less consistent with each other.