1. Motivation and Values Cristin Childress Mallori Breese Peder Hartman

2. Motivation “The process that lead people to behave as they do, occurs when a need is aroused that the consumer wishes to satisfy” The ad we will discuss uses hedonic and utilitarian needs to motivate the consumer to choose their product. ad

3. Types of Needs  Hedonic: subjective and experiential; here we might look to a product to meet our needs for self-confidence  Utilitarian: we emphasize the object, tangible attributes of products, such as clearing our face of acne.

4. Drive  Many companies motivate consumers to purchase a product by tapping into their needs to increase the tension and urgency for the product.  This degree of arousal is called the drive and once the goal is attained it reduces the tension. *Clearasil may cause confidence confidence