COM 362 Chapter Notes - Chapter 4: Thematic Apperception Test, Cognitive Dissonance, Drive Theory

• School: University of Victoria
• Department: Commerce
• Course: COM 362
• Professor: H A R D I S T Y, D A V I D

Document Summary

Moivaion = processes that cause people to do what they do (when a need is aroused that the consumer wishes to saisfy -> consumer wants to eliminate the need). The degree of arousal is called a drive. Want = one manifestaion of a need, form of consumpion to saisfy the need (determined by personal and cultural factors). Drive theory: focuses on biological needs that produce unpleasant states of arousal (e. g. hunger) -> acivates goal orientated behaviour to return to a balanced state (homeostais). Degree of moivaion = distance between the present state and the goal. Expectancy theory: behaviour is pulled by desirable outcomes/ posiive incenives. Marketers try to convince consumers that their products provide the best chance to atain a goal. Biogenic needs (elements necessary to maintain life), psychogenic needs (becoming a member of culture -> power, status). Uilitarian (focus on tangible atributes of a product) vs. hedonic needs.