MKTG 4150 Chapter Notes - Chapter 4: Cognitive Dissonance, Drive Theory, Expectancy Theory
17 Jul 2016
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To understand motivation is to understand why consumers do what they do. To satisfy needs, marketers need to determine what needs are and why they exist. Motivation: refers to the process that causes people to behave as they do. Occurs when a need is aroused that consumer wishes to satisfy. Once need activated, tension exists that drives the consumer to attempt to reduce or eliminate the need. Utilitarian = desire to achieve some functional or practical benefit (ie. durable sneakers) Hedonic = experiential need involving emotional responses or fantasy (ie. sneakers for marathon) Marketers try to create products that will provide desired benefits and reduce tension. Discrepancy exists between consumers present state and some ideal state. Magnitude of tension determines the urgency consumer feels to reduce it. Specific path person chooses to satisfy need is influenced by unique set of experiences and values instilled by culture in which person was raised. Personal and cultural factors combine to create a want.
