Management and Organizational Studies 1021A/B Chapter Notes - Chapter 4: Market Segmentation, Social Emotions, Mass Customization

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Vicki Olds

Document Summary

Motivational strength: underlying motivation to attain goal degree willing to expend energy to reach goal, people have finite amount of energy that must be directed toward certaingoals. Expectancy theory: current motivation explanations focus on cog factors to understand what drives behaviour, expectancy theory suggests behaviour largely pulled by expectations of achieving desirable outcomes (pos incentives like money/status) every interaction has exchange of values. Motivational direction: motives specific goal-oriented objectives to satisfy a need, marketers objective to convince consumers alt they offer is best chance to attain goal. Avoidance-avoidance conflict: avoidance-avoidance conflict choice between 2 undesirable alts (money to fix old car or buy new, marketers stress unforeseen benefits of choosing 1 option (e. g. emphasize credit plans) Inwardly reflected ego needs self-acceptance, self-esteem, achievement, success actualization: maslow"s hierarchy predicts higher-order needs become driving force behind human as consumer"s lower-level needs satisfied dissatisfaction motivates behaviour. Motivation and goal fulfillment: consumers more likely to achieve smart goals (specific, measurable, attainable, realistic,