Motivation

What is Motivation?
A driving force
Impelling to action
Resolving the need-induced tension
A force that induce consumption


What are Needs?
Innate needs physiological and primary
Acquired needs psychological and secondary
Needs are directed to goals attainment through
desired behavior




What are goals?
Sought-after results of motivated behavior
All behavior is goal directed
Goals are generic and product- specific
Goals should be reasonably attainable
Goal hierarchy
Superordinate
Focal
Subordinate
Interdependence of Needs and Goals
Approach object or avoidance object


Types of Motivation and Motives
Positive motivation
Negative motivation
Rational motives
Emotional motives
Dynamics of Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
Success and failure influence goals
Dealing with failure of goals
Substitute goals
Defense mechanisms
Aggression
Withdrawal
Projection
Regression
Identification
Repression
Rationalization


Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal