MKTG204 Flashcards
Motivation
The processes that lead people to behave as they do
Utilitarian need
Provides a functional or practical benefit
Hedonic need
an experiential need involving emotional responses or fantasies
Drive
The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state.
Want
A manifestation of a need created by personal and cultural factors.
Drive theory
Focuses on biological needs that produce unpleasant states of arousal (a grumbling stomach)
Expectancy theory
Behaviour is pulled by expectations of achieving desirable outcomes-positive incentives- rather than pushed from within.
Theory of cognitive dissonance
A state of tension occurs when beliefs or behaviours conflict with one another.
Approach approach conflic
When a person must choose between two desirable alternatives
Approach avoidance
When consumers desire a goal but wish to avoid it at the same time.
Avoid avoid conflict
A person faces a choice between two undesirable alternatives.
Intrinsic motivation
To be motivated by the enjoyment of an activity without a further end goal.
Extrinsic motivation
Motivation by external influences, or by a goal that is seperate from ourselves.
Self determination theory
Focuses on needs that are essential for psychological health. Requires autonomy, relatedness, and competence.
Autonomy
The need to be free and have control over choices.
Competence
The need to be effective and have mastery
Relatedness
The need to be connected to others.
Maslows hierachy of needs
Hierachy of biological and psychological needs that specify certain levels.