Motivation, values and involvement Essay Example | Topics and Well Written Essays - 500 words

Motivation, values and involvement - Essay Example Motivation is a complex phenomenon. In direct relation to consumer behaviour, it refers to the facts which incite consumers to behave in a certain way, as in, all these being equal, to repeatedly purchase one brand instead of another. Generally speaking, motivation is a response to latent or overt biological or learned need. Indeed, products have the potential to address overt needs, or awaken latent ones and, in so doing, create a sense of want which can only be satisfied through the purchase of the product. In direct relation to the aforementioned, it is important to point out that the assumption that the purchase/use of a certain product will satisfy need/want is the crux of the expectancy theory and, in itself, contributes to the intensification of motivation. Proceeding from the above stated, it is important to clarify that there are different types and categories of need. This phenomenon is referred to as need hierarchy and has been fully explained by Maslow's theory of need. According to the aforementioned, people have different types of needs, some of which, such as the need to shelter, are more pressing than others, such as the need for recognition.