6. introduction Flashcards
motivation
inner reason or driving force behind human action as consumers are driven to address real needs
intrinsic motivation
personally rewarding: self-worth, knowledge, growth, passion, fun, dedication
extrinsic motivation
deadlines, social status, prizes, money, winning, failure
The candle problem - effect of reward
experiment: asked participants to find a way to light the candle on the wall without the wax getting on the table
answer: to use the box for another use, to think out of the box
exstrinsic motivation (reward) did not help
When do external rewards work?
for tasks that involve mechanical skills the bonuses work, as expected, the higher the reward, the better the performance gets
When do external rewards not work?
asks that involve cognitive skills, the larger read leads to poorer performance!
importance of intrinsic motivation
Consequences of motivation 3
high-effort behavior
high-effort information processing and decision making
felt involvement: consumer’s experience of being motivated with respect to a product, service or decisions
When do we feel motivated?
3
if consisitend self-concept, values and needs
What determines motivation?
motivation may be rooted in the basic needs to minimize physical pain and maximize pleasure
it may include specific needs such as eating or resting
or: a desired object, hobby, goal, state of being, ideal can lead to motivation
Needs
needs are internal sates of discrepancy between a current and a desired state
Maslow’s hierarchy of needs
motivation as a means of satisfying human needs
physiological (foods), safety (home security products), love and belonging (clubs, dating sites), esteem (cosmetics, furniture, fashion), self-actualization (university, art)
Types of needs 5
social needs are externally directed, related to others (fulfilling them requires presence of others)
personal needs involve only yourself
functional needs motivate the search for offerings that solve consumption related problems
symbolic needs relate to the meaning of our consumption behaviors to ourselves and others
hedonic needs relate to sensory pleasure
Self-control
overriding an impulse to attain a higher order goal
feedback loop
discrepancy between actual and desired state
Self-control conflict
consumers face self-control conflicts between short-term and long-term benefits in many situations in their day-to-day lives
sometimes, it might lead to self-control failure
Instant gratification
marshmallow test
if the child did not eat the marshmallow when the researcher was gone (15 minutes), they would be rewarded with a second marshmallow
delay of gratification: if you wait for the larger future benefit rather than choosing the smaller immediate pleasure, you have showed self-control and this worked well for those children in the future
Present bias + example
discounting future and valuing present time more
eat half a chocolate bar today or the whole bar in a week?
what will happen if we move the decision to the future?
but: eat half a chocolate bar in a year or the whole bar in a year and a week?
So why do we over focus on the present and sacrifice the future?
impulse
Why do we fail at self-control?
behavior deficit: we know better, but we do not do better
present bias refers to the tendency of people to give stronger weight to payoffs that are closer to the present time when considering trade-offs between two future moments
Compulsive behavior
and can lead to
those actions that we engage in that we do not want to do
can also lead to damages: financial, emotional
addictions: shopping, gambling, alcohol or drugs
Unplanned purchase
a purchase that is decided at the store, influenced by external stimuli after entering the store, when consumers have not decided before entering into the store
it usually occurs as a result of exposure to commercial stimuli like promotions or displays
