1. Key Concepts: Motivation, Perception, Beliefs, Attitudes
Motivation: Hierarchy of needs (maslaw), How the motivated person actually acts is influenced by his/her view or perception of the situation.
Perception: The process by which an individual selects, organizes and interprets information inputs to create a meaningful picture if the world.
Beliefs and Attitudes: A belief is a descriptive thought that a person holds about something ( e.g. product attributes/benefits). An attitude is a person’s enduring favorable/unfavorable evaluation or emotional feelings towards same object or idea.