Consumer Behavior Motivation and Value Motivational Streght

1. Welcome to
Motivation and Value
Motivational Strength

2. What’s a Motivational
Strength…???

3. The degree to which a person is willing to
expend energy to reach one goal as opposed to another
reflects his or her underlying motivation to attain that goal.

4. Many theorie shave been advanced to explain why
people behave the way they do.

5. Most share the basic idea that people have some finite
amount of energy that must be directed towards
certain goals.

6. Biological vs Learned Needs…

7. Early work on motivation ascribed behavior to instinct,
the innate patterns of behavior that
are universal in a species.

8. This view is now largely discredited.
For one thing, the existence of an instinct
is difficult to prove or disprove.

9. The instinct is inferred from the behavior it is
supposed to explain
(this type of circular explanation is called a tautology).

10. It is like saying that a consumer buys products that are
status symbols because he or she is motivated to
attain status, which is hardly a satisfying explanation.

11. Drive Theory…

12. Focuses on Biological Needs that Produce Unpleasant
states of Arousal, i.e. Hunger.

13. Homeostatis : Behavior Which Tries to Reduce or
Eliminate This Unpleasant State and Return to Balance

14. Expectancy Theory…

15. Behavior is Largely Pulled by Expectations or
Achieving Desirable Outcomes – Positives Incentives –
Rather Than Pushed From Within