1.

Explain how motivation drives human behavior and describe the two key groups of
behaviors around which human motivations are oriented.

Motivation is the inner reasons or driving forces behind human actions as consumers are
driven to address real needs. It drives human behavior because when the sympathetic
nervous system produces hormones of epinephrine and norepinephrine, they create
energy for action. This explains why motivation is often conceptualized in terms of
drives, otherwise known as internal states of being out of balance. The need to return to
equilibrium initiates the goal of striving toward a desired end-state where the drive has
been reduced or eliminated. There are two key groups of behaviors around which human
motivations are oriented: (1) Homeostasis, which is the state of equilibrium wherein the
body naturally reacts in a way so as to maintain a constant, normal bloodstream. (2) Self-
improvement motivation, the motivation aimed at changing the current state to a level
that is more ideal not at simply maintaining the current state.

2. Explain how utilitarian motivations differ from hedonic motivations and give an
example of each.

Utilitarian motivation drives to acquire products that can be used to accomplish

something. These are purchased for practical uses and are based on the consumer's needs
and is related to functional, economic, rational, practical, or extrinsic benefits. Utilitarian
motivations are primarily instrumental and their purchase is motivated by functional
product aspects. For instance, a student in todays’ new way of learning will need to have
the proper gadget to have a fitting access for the modules and requirements. In those
cases, he or she will be driven to buy a personal computer or any affordable gadget that
he or she can use for online classes. While Hedonic motivation is a drive to experience
something emotionally gratifying. These are consumed for luxury purposes, which are
desirable objects that allow the consumer to feel pleasure, fun, and enjoyment from
buying the product. It refers to the influence of a person's pleasure and pain receptors on
their willingness to move towards a goal or away from a threat. For example, a person is
very much interested in a famous shoe brand’s new release, even though he or she does
not need it, he or she is then driven to purchase it because of the pleasure that item would
bring once acquired.

3. Compare and contrast the different types of involvement.

In the power point provided for Chapter 5, Motivation and Emotion: Driving Consumer
Behavior there are different types of involvement stated. (1) Consumer Involvement, the
degree of personal relevance a consumer finds in pursuing value from a particular
category of consumption. It is defined as a state of mind that motivates consumers to
identify with product or service offerings, their consumption patterns and consumption
behavior. (2) Product Involvement, the personal relevance of a particular product
category and can also be define as feelings of interest and enthusiasm consumers hold for
various product categories. These feelings may be evidenced in consumer tendencies to
attach more importance to specific products. (3) Situational Involvement, which is the
temporary interest in some imminent purchase situation. It is a short term state of arousal
directed towards attaching relevance to a product. (4) Enduring Involvement, the ongoing
interest in some product or opportunity. It is an individual difference variable
representing the arousal potential of a product or activity that causes personal relevance.
Lastly, (5) Emotional Involvement, the type of deep personal interest that evokes strongly
felt feelings simply from the thoughts or behavior associated with some object or activity.