MKT 400 Chapter Notes - Chapter 4: Cognitive Dissonance, Social Media Marketing, Biogenic Substance
27 Feb 2013
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Motivation: processes that cause people to behave as they do: occurs when a need is aroused that the consumer wishes to satisfy. Need may be utilitarian (desire to achieve some functional or practical benefit) or hedonic (experiential need involving emotional responses or fantasies) Personal and cultural factors combine to create a want, which is one manifestation of a need. Discrepancy exists between the consumer"s present state and some ideal state that creates tension. Drive: degree to satisfy a biological need to reduce physiological arousal. Drive theory focuses on biological need that produce unpleasant states of arousal. In marketing, tension refers to unpleasant state that exists if a person"s consumption needs are not fulfilled. Homeostasis: goal-oriented behaviour that attempts to reduce or eliminate unpleasant state and return to balanced one. Degree of motivation depends on distance between present state and the goal.
