Motivation

motivation

motivation is a driving force that means or incites consumer to act

what is the motivation process

needs

needs happen when discrepancies that arise when a consumer actual state does not meet their desired state

what are the two types of needs

• physical need: primary need

• psychological need: secondary need

A runner finishes a 10k race on a hot summer day and suddenly feels intense thirst and dizziness, prompting them to immediately search for water or an electrolyte drink. Which route of need arousal is being demonstrated here?

Physiological Route

after a stressful week at work, Sarah buys a ticket to a comedy show and gets a massage because she feels down and wants to lift her spirits. Which route of need arousal does this reflect?

Emotional Route

Mark notices that his 5-year-old laptop takes 15 minutes to boot up and can no longer run the new software required for his job, so he researches and plans a purchase for a new computer. Which route of need arousal is this?

Cognitive Route

drive

the tension between an individual’s current state and their desired state that stimulates behavior

goal

goal is the consumers desired end-state

need satisfier

need satisfier is a means (such as a project) that provides a wat for the consumer to resolve the discrepancy between their actual state

valuation and devaluation effect

• valuation effect: a person’s desire for an object increases simply because they are currently experiencing a state of need

• devaluation effect: objects that are irrelevant for active need state are ignored and devalued

Maslow’s Hierarchy of Needs

• physiological: need to survive

• safety: need to feel free from physical threats

• love/belonging: need for social relationships

• esteem: need for respect and recognition (from self and others)

• self-actualization: need to be the best one can be full potential

element of value

Based on Maslow’s Hicharcy of needs it categorizes 30 fundamental building blocks of value that drives consumer choices and brand loyalty

• functional: practical advantages that solve everyday tasks

• emotional: addresses psychological needs

• life changing: personal growth

• social impact: helping others or contributing to society

intrinsic vs extrinsic motivation

• intrinsic: pursing an activity for its own sake

• extrinsic: pursuing an activity in order to receive a reward

  • intrinsic motivation leads to better performances than extrinsic

The ABC’s of intrinsic motivation

• Autonomy: doing something because you WANT to

• Belonging: sense of connection to other people

• Competence: ability to perform required behaviors to reach a goal

balance theory

balance theory is when people prefer psychological stability (balance) in their trad of relationships

• neg x neg = positive

• neg x positive = neg

• positive x positive = positive

mood vs emotion

• mood: long period of time with non-specific reason with low intensity

• relatively high: short, specific, relatively high intensity

feelings as information

feelings as information is when people use their current emotions state as direct date or shortcut to evaluate the world around them

affect confirmation theory

your current mood alters which details of information you receive