Ch. 7 Motivation and Emotion

motivation

driving force that moves or incites consumers to act

• people are driven to satisfy needs, wants, and desires

• motivation focuses attention on goal relevant objects to satisfy these

begins when a person feels a need that requires satisfaction

emotion

a person’s affect + arousal

• emotion focuses attention on emotional objects

• emotions can be very motivating or can amplify motivation

positive and negative emotions are linked with motivation through satisfaction and dissatisfaction

needs

desires that arise when a consumer’s actual state does not meet the desired state

• physiological needs (innate or primary) - food, water, sex, sleep, shelter, etc.

• psychological needs (secondary)- learned through society and community, companionship, power, self esteem, confidence, respect, etc.

wants

learned manifestation of needs

• product specific needs or need satisfiers

• eg. I need food, I want a Big Mac

valuation vs devaluation effect

motivations focus attention on the goal by producing a

• valuation effect: place high value on things that will reduce or eliminate need

• devaluation effect: place little value or ignore things that are not important for achieving the goal

approach vs avoidance

motivations influence the direction of behaviour

• approach: movement toward a desired object, seek pleasure

• avoidance: movement away from an undesired object, avoid pain