COMM 3401 Chapter Notes - Chapter 4: Signify, Open Happiness, Materialism
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The forces that drive us to buy/use products : are usually straightforward, can be related to wide-spread beliefs, are emotional and create deep commitment ex. Buying a house is about much more than the structures in the house itself; think about the community, homey feel: are sometimes not immediately recognizable to us. Understanding motivation is to understand why people do as they do. : the process that leads us to behave the way we do: need creates tension, tension creates drive to reduce/eliminate need, desired end state = consumer"s goal, products/services provide desired end state and reduce tension. : the discrepancy between present state and ideal state: discrepancy created tension i"m hungry, i need food. : the larger the discrepancy, the more urgency felt i"m so hungry i could: drive eat that week-old sandwich. Degree of willingness to expend energy to reach a goal. Biological vs. learned needs: linking behaviour to instinct has been largely discredited, ex.
