Report in Consumer Behaviour - Essay Example

Download file to see previous pages But coming to the festival is not an easy task it involves a decision, fair bit of travel, standing in long queues and the determination to stay in a city of music and music loving people.
Motivation plays a pivotal role and getting people to the festival (Motivation, Mood and Involvement, n.d). People have different acquired needs and in order to fulfil these needs they perform different actions. When a need is unfulfilled it creates tension and the drive towards the goal. Similarly, in our case, people who are fond of music have many unfulfilled needs such as somebody wanted to be a singer but could not likewise someone else might want to become a guitarist but cannot due to different reasons. Furthermore, others may have a need to listen to quality music, attend a concert, see a live performance and feel the excitement of dancing to music with thousands of other music lovers. Therefore, when these needs are not fulfilled people turn to social events such as the Glastonbury festival, to feel better, even if their ultimate goal cannot be reached. They will substitute their ultimate goal with a new goal and hence will feel relieved by accomplishing the newly set goal.
As a result, a positive motivation is created towards the goal, i.e. the festival. Similarly, some people may have emotional motives to attend the festival yet others may be pulled towards it due environmental arousal (Schiffman & Kanuk, 2004). This can be explained using the Maslow’s hierarchy of needs, people have ego and social needs to cater to (Maslow, 1943). Attending the world’s biggest performing arts and music festival may fulfil the ego needs of some die hard music fans. Likewise, others may end up coming to the festival because of their social needs, such as peer pressure and affection (Maslow’s Hierarchy, 2009).
On the other hand, when the needs of people are not fulfilled ...Download file to see next pagesRead More