Griffith University 7343HSL Contemporary Sport and Event Marketing Readings.pptVIP

* * * * Low = Situational High = Enduring * * * * * * * * * * * * * * * * * * * * * * * * Contemporary Sport Event Marketing Lecture Week 3 Key Concepts so far Cognition Involvement Affect PCM – Behaviour Segmentation * Motivation Motivations are a hypothetical construct to define the driving forces of human behaviour and explain why people do what they do instead of choosing alternative processes. Motivation represents an activated internal state that arouses, directs and leads to behaviour. An internal desire to take a pathway because it provides opportunities that satisfy n