MK 210 Chapter Notes - Chapter 4: Drive Theory, Homeostasis, Individualism
Document Summary
Motivation (processes that lead people to behave as they do; occurs when a need is aroused that the consumer wishes to satisfy -> creates a state of tension). Motivational strength: degree to which a person will expend energy to reach one goal as opposed to another. Motivation and emotion: affect (motivation is driven by raw emotions). Motivational conflicts: valence: positive or negative association with a goal, approach: seek products that will help us reach the goal, avoid: stay away from negative outcome. Approach-approach conflict (choose between two desirable alternatives): cognitive dissonance (when a state of tension exists when beliefs/behaviors conflict with one another, we seek to reduce it). Avoidance-avoidance conflict (we desire a goal but wish to avoid it at the same time). Inertia (consumption at the low end of involvement; make decisions out of habit because we lack motivation to consider alternatives). Flow state (when consumers are truly involved with a product, ad, or site).
