J in Deep South

1. The Motivation Process    a. Motivation refers to the processes that cause people to behave as they do. Once      a need has been activated, a state of tension exists that drives the consumer to      attempt to reduce or eliminate the need.    b. Needs can be:      1)  Utilitarian —a desire to achieve some functional or practical benefit.      2)  Hedonic —an experiential need, involving emotional responses or fantasies.    c. The desired end state is the consumer’s goal . Marketers try to create products and      services that will provide the desired benefits and permit the consumer to reduce      this tension.    d. With the consideration of unmet needs, a discrepancy exists between the      consumer’s present state and some ideal state. Tension is created. The consumer ...