This PowerAde commercial demonstrates many of the topics discussed in chapter four of our textbook, titled Motivation and Global Values. As stated in the text, "motivation is the process that leads people to behave as they do. This occurs when a need is aroused that the consumer wishes to satisfy. This need creates a state of tension that drives the consumer to attempt to reduce or eliminate it" (Solomon 2012).
One type of motivation is utilitarian: a desire to achieve some functional or practical benefit. The other type is hedonic: an experiential need, involving emotional responses or fantasies. Watching Bode Miller's interview after his tie for third place in the Super G, we learn that Miller's rode to the 2014 Olympics was both for his own personal need to ski well, but also to make his late younger brother proud. The following clip highlights some of Bode's goals for this year's Olympics.
This article is about how we, as future marketers can motivate our customers to become loyal to our brands. http://www.fastcompany.com/3026280/how-to-really-transform-loyal-customers-into-brand-advocates?partner=rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29
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