CH 5

Question 1

*motivation

Answer 1

an inner state of goal directed arousal (differences between present and ideal state)

Question 2

*drive theory

Answer 2

focus on biological needs that produce unpleasant states of arousal i.e. SLEEP

Question 3

• expectancy THEORY

Answer 3

focuses on cognitive factors rather than biological to to understand what drives behavior i.e. diamonds or adopt a whale

Question 4

*terminal values

Answer 4

end goal, just because is the only answer ie. love peace freedom

Question 5

*insstrumental values/means objectives

Answer 5

steps that get us on the way of these fundamental objects i.e. money beauty fitness

Question 6

*laddering technnique

Answer 6

asks why this is important, ad nauseous, asking why over and over again in interviews and focus groups not ads

Question 7

*projective techniques

Answer 7

getting people in a different mindset, cartoons, project own thoughts onto 3rd person scenario

Question 8

avoidance-avoidance

Answer 8

dont wanna run but out of shape

Question 9

approach approach

Answer 9

trip to hawaii or like mexico

Question 10

approach avoidance

Answer 10

you want ice cream but don’t wanna get fat