Motivation Report

Everyone in this world must have their own needs in orders to maintain their balance life. Human being needs are including biogenic needs, psychogenic needs, utilitarian needs, and hedonic needs. A biogenic need is the most needs compared to others because everyone needs food, water, air and shelter to continue their life. The psychogenic needs will reflect the preference of a culture and their effect on behaviour will vary from environment to environment based on the power, status and understanding (affiliation). All these needs are needed for individuals to be accepted in the specifics culture. (Solomon 10th edition).

Consumer choices are driven by the utilitarian and hedonic considerations. These needs are good influenced for the nature of decision tasks. Utilitarian needs that focus on the significant and objective of the products attribution. Hedonic needs are more to the subjective and experiential which provide on the consumers’ excitement, self-confidence, experimental consumption, pleasure and fantasy that might to avoid the mundane or routine aspects of life. These different considerations map onto independent components of products evaluations and attitude. This way enables the consumer to distinguish between goods based on hedonic and utilitarian.

Each individual will evaluate the negative and positive which may effect in goal valence (value). This means the consumer will face either the positive goal or avoid the negative goal. Through positive goal, people are more motivated to approach the goal and seek out the products to achieve it. Based on the approach-approach conflict, consumer will experience the conflict when to purchase two desirable alternatives. This will lead to theory of cognitive dissonance which is based on the premise that people have a need for order and consistency in their lives and a state of dissonance (tension) exists when beliefs or behaviours conflict with one another. Besides, approach-avoidance conflict occurs when the consumer have desire to achieve the goal but at the same time need or wish to avoid it. This lead to guilt of desire to occur. However, sometimes consumers will face avoidance-avoidance conflict that leads them to make a choice with two undesirable alternatives