MKT 400 Chapter 5: Summary Notes

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Melanie Dempsey

Document Summary

The basic consumption process is a central component of the cvf and includes consumer needs as the first component: consumer needs start the process because they kick start or. Motivations: inner reasons or driving forces behind human actions as motivate subsequent thoughts, feelings, and behaviour consumers are driven to address real needs. Leads consumers to perform acts that cause emotions that help create hedonic value. Maslow"s hierarchy of needs: a theory of human motivation that describes consumers as addressing a finite set of prioritized needs. Motivations can determine what type and amounts of value that consumers seek. Generally, the most basic needs are addressed with utilitarian value, and as needs become more elaborate, hedonic value is often needed to satiate the need state. Utilitarian motivation: drive to acquire products that can be used to accomplish something. Hedonic motivation: drive to experience something emotionally gratifying.