COMMERCE 3MB3 Chapter Notes - Chapter 4: Geo Prizm, Environics, Trait Theory
25 Dec 2019
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The need reduction route is affected by cultural and personal factors; the need becomes a want. Expectancy theory: we are motivated by our expectations of positive outcomes. Can account for biological (i"m hungry, thirsty) and cognitive (i want a new car) processes that drive motivation. The more desirable the expectation, the greater the effort to achieve the end goal. Avoidance-avoidance: when both alternatives are circumstances that we prefer to avoid, might not want to think about it or purchase it, but it could be even worse if you do not act. Classifying motivations: many approaches, often decisions have multiple motivations, usually the more important the decision, the greater the number of motivational drives at work. Brooks brothers: preppy clothes, luxury: novelty: the need to seek variety and difference to avoid boredom (eg. poop caf , however, those who are experiencing rapid change will seek out stability. Independence: the need for individuality is more characteristic of western culture.
