Model of Motivations and its functions

Jun 29th, 2015
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This model portrays motivation as a state of need induced tension that drives the individual to engage in behaviour that he or she believes will satisfy the need and thus reduce the tension.

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MOTIVATIONDefinition:Motivation is a driving force within an individual that impels them to action.Model of motivation:This model portrays motivation as a state of need induced tension that drives the individual to engage in behaviour that he or she believes will satisfy the need and thus reduce the tension.Role or functions of motives:The role of motive is to arouse and direct the behaviour of consumers. Some of the functions of motives are:Defining basic striving:Motives influence consumers to develop and identify their basic striving which includes general goals such as safety, affiliation, etc which consumer seeks to achieve.Identifying goal objects:Consumers view product or service as a mean to satisfy their motives.The product is the goal to consumers.Influencing choice criteria:Motives guide consumers to buy certain products and not the other.Influencing consumer perception and learning: Motives influences consumer perception and learning process.Types of motives:The types are:Strong vs. weak motiveConscious vs. unconscious motivePositive vs. negative motiveRational vs. emotional motiveArousal of motives:Four arousal of motives are:Physiological arousalEmotional arousalCognitive arousalEnvironmental arousalPhysiological arousal:Physiological cues are involuntary and it cause uncomfortable tension.Eg: stomach contraction will trigger awareness of a hunger need.Emotional arousal:Autistic thinking(Daydreaming) arouse emotional

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