Business Administration 3321K Chapter Notes - Chapter 4: Belongingness, Drive Theory, Abraham Maslow

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10 20% interested in vegetarian options in addition to their traditional fare of meat. Women aged 15 to 25 are the group of people who most frequently eliminate meat from their diets. To understand motivation is to understand why consumers do what they do. The goal of marketing is to satisfy consumers" needs. Motivation processes that cause people to behave as they do. Need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate that need. Utilitarian need desire to achieve some functional or practical benefit. Hedonic need experiential need involving emotional responses or fantasies. Discrepancy exists between the consumer"s present state and some ideal state. The magnitude of this tension determines the urgency the consumer feels to reduce the tension.

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