Motivation

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Chapter 13 in Cross-Cultural Consumer Behavior, 2023, pp 202-220 from Edward Elgar Publishing

Abstract: Social science distinguishes between motive and motivation, which business managers would consider as the difference between need and demand. This chapter discusses central motives, Maslow’s pyramid of needs and other universal and culture-specific needs, e.g., need for uniqueness, variety, security and control. The authors review cultural differences across these needs; for example, need for uniqueness aims at giving visible expression to one's own individuality, thus it can be assumed that it plays a more important role in individualist societies. Relatedly, the need for variety seems more prevalent in individualist societies, since novelty offers the possibility of self-dramatization and demonstration of one’s own uniqueness. Finally, with respect to control, Anglo-Saxons and Scandinavians tend to believe that success in their lives depends solely on them; whereas Turks, South Koreans and Germans are susceptible to the feeling of loss of control.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2023
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