Session 4.1_Motivation_Canvas

Motivation

The processes that cause people to behave as they do, arising when a need is aroused that the consumer wishes to satisfy.

Goal

A current state of commitment to expend effort to affect one's relationship with an end-state.

Approach-Approach Conflict

A situation where a person must choose between two desirable alternatives.

Approach-Avoidance Conflict

A situation where a person desires a goal but simultaneously wishes to avoid it.

Avoidance-Avoidance Conflict

A situation where a person faces a choice between two undesirable alternatives.

Psychological Factors

Elements that influence consumer behavior, including motivation and the need to satisfy certain desires.

Motivation vs. Desire

Motivation is behavior-oriented, while desire is only the start of the motivation process.

Tension Reduction

The process that occurs following the arousal of a need and leads to behavior aimed at achieving a goal to relieve tension.

Consumer Co-Value Creation

Involving consumers in the process of co-creating value by linking them to the meanings behind marketing efforts.

Feedback

Responses or outcomes that provide information about the success of a behavior in achieving a goal.