MGMC02H3 Chapter Notes - Chapter 2: Boogie 2Nite, Infor, Pleasure
Document Summary
Motivation: an inner state of arousal that provides energy needed to achieve a goal. I. e. if you"re motivated to buy a good car, you"ll research online, visit dealerships etc. The opposite is true when they have low motivation. Motivated reasoning: processing information in a way that allows consumers to reach the conclusions they want to reach (processing information in a biased way) Final outcome of involvement that evokes a psychological state. Felt involvement: psychological experience of the motivated consumer. Consumers may exhibit cognitive and/or affective involvement in objects, brands, a medium (tv, internet) Consumers involved in certain decisions and behaviours are experiencing response involvement. For example, consumers may be highly involved in the process of deciding between brands. Because consumers can be involved with many different entities, it"s important to specify the object of involvement when using the term involvement.
