Motivation as a Psychological Force
Motivation can be described as
the driving force within individuals that impels them to action. This driving
force is produced by a state of tension, which exists as the result of an
unfilled need. The
specific courses of action that consumers pursue and their specific goals are
selected on the basis of their thinking process and previous learning.
POSITIVE AND NEGATIVE MOTIVATION
Goals
can be positive or negative
A positive goal is
one toward which behavior is directed, and thus is often referred to as an approach
object.
A negative goal is one from which behavior is
directed away, and thus is sometimes referred to as an avoidance
object.
People become motivational aroused by a
threat to, or the elimination of, a behavioral freedom, this motivational state
is called psychological reactant and is usually manifested by a negative consumer response.
FRUSTRATION
Failure to achieve a
goal often results in feelings of frustration. Individuals react differently to
frustrating situations.
The barrier that prevents attainment of a goal may be personal to the
individual (e.g. limited physical or financial resources) or an obstacle in the
physical or social environment.
Some people are adaptive and manage to cope by
finding their way around the obstacle or, if that fails, by selecting a
substitute goal.
Some people are less adaptive and may regard
their inability to achieve a goal as a personal failure and experience feelings
of anxiety.
