DM 272 1st Edition Lecture 11Outline of Last Lecture I. Self KnowledgeII. Sources of Consumer KnowledgeIII. Benefits of Understanding Consumer KnowledgeOutline of Current LectureI. What is MotivationII. The Motivation ProcessIII. What is Motivation (Cont.)IV. Motivational Intensity/StrengthV. Motivational DirectionVI. Motivational ConflictsVII. Theory of Cognitive DissonanceVIII. Types of Consumer NeedsCurrent LectureWhat is Motivation?- The process that leads people to behave as they do - The drive to satisfy both physiological and psychological needs and wantsThe Motivation Process- A drive: tension exists when the consumers need is not meto Degree of urgency- A need: o Utilitarian: a desire to achieve functional or practical benefitso Hedonic: an experiential need, involving emotional responses or fantasies- A want: These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Manifestation of a need.o Culturally and individually determinedWhat is Motivation (cont.)- The process that leads people to behave as they doo Intensity/strengtho DirectionMotivational Intensity/Strength- How strongly consumers are motivated to satisfy a particular needo The more discrepancy between desired and the actual states, the more intenseo The more involved, the more intense- Drive Theoryo Biological needs that produce unpleasant situationso Focus on tension reduction due to internal drive- Expectancy Theoryo Actions to achieve desirable outcomeso Focus on external positive incentivesMotivational Direction- Motives are goal-oriented that may have valenceo Approach (positive)o Avoidance (negative)- Positiveo Approach goal A positive goal toward which behavior is directed’- Negativeo Avoidance goal A negative goal from which behavior is directed away- You don’t usually have just one motive- A decision may involve more than one source of motivation, both positive and negativeo Motivational conflictsMotivational Conflicts- Tradeoffs in our ability to satisfy various needso Approach-Approach Conflict Two desirable alternativeso Approach-Avoidance Conflict Both positive and negative consequences (e.g., Ice Cream)o Avoidance-Avoidance Conflict Two undesirable consequences (e.g., don’t like job, but don’t want to be jobless)Theory of Cognitive Dissonance- Unpleasant feelings caused by hodling two contradictory ideas simultaneously- The premiseo People have a need for order and consistency in their lives- When a conflict arises, an individual is motivated to reduce cognitive dissonanceo By justifying/changing attitudes, beliefs, and behaviors. Types of Consumer Needs- Physiological Needso The most fundamental type of consumer needso E.g., food and water or clothing and shelter- Safety and Health Needso Mother nature, terrorists, criminals, diseases, product malfunctions, ect. o E.g., antivirus protection- The Need for Love and Companionshipo E.g., dating services- The Need for Financial Resources and Securityo E.g., life insurance - Social Image Needso Concerns about what others think of you- The Need to Possesso Comforto Meaningfulnesso Self/concept- The Need for Pleasure- The Need to Give- The Need for