Needs and Motivation Needs may be utilitarian or hedonic
{"Image DocumentName": "Needs and Motivation Needs may be utilitarian or hedonic", "Image ImageDescription": "The desired end state is the goal. The degree of arousal is drive. Personal and cultural factors combine to create a want \u2013 one manifestation of a need. Motivation is described in terms of strength and direction. A need creates a state of tension that drives the consumer to attempt to reduce or eliminate it. This need may be utilitarian (i.e., a desire to achieve some functional or practical benefit, as when a person loads up on green vegetables for nutritional reasons) or it may be hedonic (i.e., an experiential need, involving emotional responses or fantasies, as when Basil longs for a juicy steak). The desired end state is the consumer\u2019s goal. Marketers try to create products and services to provide the desired benefits and help the consumer to reduce this tension. Whether the need is utilitarian or hedonic, the magnitude of the tension it creates determines the urgency the consumer feels to reduce it. We call this degree of arousal a drive. We can satisfy a basic need in any number of ways, and the specific path a person chooses is influenced both by her unique set of experiences and by the values his or her culture instills. These personal and cultural factors combine to create a want, which is one manifestation of a need. 4/15/2017. Copyright \u00a9 2011 Pearson Education.", "Image XResolution": "37", "Image YResolution": "37", "Image ResolutionUnit": "Pixels/Centimeter", "Image Software": "SlidePlayer", "Image YCbCrPositioning": "Centered"}