Chapter 4

Question 1

Motivation

Answer 1

An internal state of tension that activates goal oriented behaviour

Question 2

Motivation in marketing activities

Answer 2

Advertising causes consumers to realize the difference between their present state and the ideal state, solutions to resolve the tension.

Question 3

Drive theory

Answer 3

The biological needs produce unpleasant states and a sense of tension that we are motivated to reduce, and return to the state of balance, cannot account for delayed gratification.

Question 4

Expectancy theory

Answer 4

Behaviour is driven by expectations of achieving desirable outcomes, both physical and cognitive processes.

Question 5

Types of needs

Answer 5

• biogenic: needs that are necessary to sustain life
• psychogenic: culturally determined
• utilitarian: practical and tangible
• hedonic: subjective and experiential

Question 6

Maslow hierarchy of needs

Answer 6

Base: physiological - water sleep, and food.

2: safety - security, shelter and protection.

3: belongingness - love, friendship and acceptance by others.

4: ego needs - prestige, status and accomplishment.

Peak: self-actualization - self-fulfilment and enriching experiences.

Question 7

Motivational conflicts

Answer 7

• approach-approach: a person must choose between two desirable options
• approach-avoidance: a person wants something that will make them happy, but there will be a negative impact
• avoidance-avoidance: both options have an undesirable outcome that the person wants to avoid