AMB200 Lecture4

Motivation and Values

Needs
Innate needs: primary needs or motives
Acquired needs: secondary needs or motives
The Motivation Process
Utilitarian Need: provides a functional or practical benefit (e.g.,
hungry)
Hedonic Need: an experiential need involving emotional
responses (e.g., the need for exploration of fun)
Type of Needs
Biogenic (innate) Needs: necessary to maintain life (e.g. food,
water, shelter)
Psychogenic Needs: culture-related needs (e.g. need for status,
affiliation)
Utilitarian Needs: consumers will emphasize the objective,
tangible aspects of products
Hedonic Needs: subjective and experiential needs (e.g.
excitement, self-confidence, fantasy)
Motivational Conflicts
Approach-Approach
Approach-Avoid
Avoid-Avoid

Internal and External Motivation

Specific Needs and Buying Behavior
McClellands Theory of Needs
- Need for achievement: to attain personal accomplishment
- Need for affiliation: to be in the company of others
- Need for power: to control ones environment
- Need for uniqueness: to assert ones individual identity

Self-Determination Theory (SDT)

-SDT suggests that people are motivated to grow and change by
innate needs and focuses on needs that are essential for
psychological health.
-Three key concepts:
Autonomy: People need to feel in control of their own
behaviors, choices and goals.
Competence: People need to feel capability of achieving
desired outcomes.
Relatedness People need to experience a sense of
belonging.

Maslows Hierarchy of Needs

A-C-V Sequence (Ladder)
A (attributes)
C (consequences)
V (values)
Convertible (A) Being notice (C) Self-esteem (V)
HVM
Hierarchical Value Map