6. introduction

Question 1

motivation

Answer 1

inner reason or driving force behind human action as consumers are driven to address real needs

Question 2

intrinsic motivation

Answer 2

personally rewarding: self-worth, knowledge, growth, passion, fun, dedication

Question 3

extrinsic motivation

Answer 3

deadlines, social status, prizes, money, winning, failure

Question 4

The candle problem - effect of reward

Answer 4

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

Question 5

When do external rewards work?

Answer 5

for tasks that involve mechanical skills the bonuses work, as expected, the higher the reward, the better the performance gets

Question 6

When do external rewards not work?

Answer 6

asks that involve cognitive skills, the larger read leads to poorer performance!
importance of intrinsic motivation

Question 7

Consequences of motivation 3

Answer 7

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

Question 8

When do we feel motivated?
3

Answer 8

if consisitend self-concept, values and needs

Question 9

What determines motivation?

Answer 9

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

Question 10

Needs

Answer 10

needs are internal sates of discrepancy between a current and a desired state

Question 11

Maslow’s hierarchy of needs

Answer 11

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)

Question 12

Types of needs 5

Answer 12

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

Question 13

Self-control

Answer 13

overriding an impulse to attain a higher order goal

Question 14

feedback loop

Answer 14

discrepancy between actual and desired state

Question 15

Self-control conflict

Answer 15

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

Question 16

Instant gratification
marshmallow test

Answer 16

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

Question 17

Present bias + example

Answer 17

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?

Question 18

So why do we over focus on the present and sacrifice the future?

Answer 18

impulse

Question 19

Why do we fail at self-control?

Answer 19

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

Question 20

Compulsive behavior
and can lead to

Answer 20

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

Question 21

Unplanned purchase

Answer 21

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