Arousal of Motives
Specific needs of an individual are dormant much of the time. a)
The arousal of any particular set of needs at a specific point in time may be caused by internal stimuli found in the individual’s physiological condition, emotional or cognitive processes, or by stimuli in the outside environment.
Bodily needs, at any one specific moment in time, are rooted in an individual’s physiological condition at that moment. 2.
Most physiological cues are involuntary; however, they arouse related needs that cause uncomfortable tensions until they are satisfied.
Sometimes daydreaming results in the arousal or stimulation of latent needs. People who are bored or who are frustrated in trying to achieve their goals often engage in daydreaming (autistic thinking), in which they imagine themselves in all sorts of desirable situations. a)
These thoughts tend to arouse dormant needs, which may produce uncomfortable tensions that drive them into goal-oriented behavior.
Sometimes random thoughts can lead to a cognitive awareness of needs. 2.
Advertisements are cues designed to arouse needs.
Without these cues, the needs might remain dormant.
Creative advertisements arouse needs and create a psychological imbalance in the consumer’s mind. c.
When people live in a complex and highly varied environment, they experience many opportunities for need arousal. Conversely, when people live in a poor or deprived environment, fewer needs are activated. 1.
There are two opposing philosophies concerned with the arousal of human motives. a)
The behaviorist school considers motivation to be a mechanical process; behavior is seen as the response to a stimulus, and elements of conscious thought are ignored. b)
The cognitive school believes that all behavior is directed at goal achievement. i)
Needs and past experiences are reasoned, categorized, and transformed into attitudes...
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