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1-2
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“If you build it, they will come.” Wouldn’t it be nice if it were
that simple?
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Model of the Motivation Process
Learning
Needs Goal or
wants, need
Tension Drive Behavior
and fulfill-
desires ment
Cognitive
processes
Tension
reduction
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Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives
• Acquired needs
– Generally psychological (or psychogenic) needs
that are considered secondary needs or motives
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Maslow’s Hierarchy of Needs
Self-Actualization
(Self-fulfillment)
Ego Needs
(Prestige, status, self esteem)
Social Needs
(affection, friendship, belonging)
Physiological Needs
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(Food, water, air, shelter, sex)
Goals
• Generic Goals
– the general categories of goals that consumers
see as a way to fulfill their needs
– e.g., “I want to get a graduate degree.”
• Product-Specific Goals
– the specifically branded products or services
that consumers select as their goals
– e.g., “I want to get an MBA in Marketing from
Kellogg School of Management.”
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The Selection of Goals
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Motivations and Goals
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The Dynamic Nature of
Motivation
• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• People who achieve their goals set new and
higher goals for themselves
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Failure to achieve a
goal may result in
frustration. Some
Frustration adapt; others adopt
defense mechanisms
to protect their ego.
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Methods by which
people mentally
Defense redefine frustrating
Mechanism situations to protect
their self-images and
their self-esteem.
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