CHANGING BEHAVIOR Flashcards
MASlow hierarchy of needs
physiological, safety, love and belonging, esteem, self-actualisation
To change behaviour, we can:
- Address fundamental needs
- Persuade – attitudes
- Reinforce
- Social influence
- Nudges
another classification of needs
functional needs: motivate search for offerings that solve consumption related problems.
symbolic: meaning of our consumption behaviours to others
hedonic: sensory pleasure
persuasion / attitudes
- Attitude stability
- Elaboration likelihood model
- Attitude formation
- Attitudes and behaviours
3 components of attitude
- cognition: belief about something
- affect: evaluation about a belief
- conation: how do I behave
assertiveness
- When forming attitudes about their own assertiveness, participants relied more on how easily they could remember specific behaviors rather than on the quantity of behaviors they could remember
two routes to persuasion: central route
you think carefully and deeply about a message, rely on detailed and factual info. outcome is a stable attitude resistant to change, more likely to predict behavior
peripheral route
don’t think deeply about a message, you rely on simple cues or superficial info. build associations and temporary attitudes that are malleable, less likely to predict behavior
What determines the route that we use?
Firstly, the type of information we receive and elaboration likelihood:
- central cues: signals that trigger central route, info that is cognitive and factual and requires to be processed
- peripheral cues: don’t need to be deeply processed, don’t tell anything about product. creates affective attitudes
elaboration likelihood
processing route determined by elaboration likelihood: how likely you are to think deeply about a message. determined by motivation and ability to process the message through the central route. increased elaboration can boost persuasion (if arguments are strong). examples: central focus about product, persuaded by actual benefits. peripheral: professional athletes agree
attitude formation (low effort: peripheral route)
- mere exposure: the more you are exposed to something, the more you like it
- associations: packaging
- heuristics: mental shortcuts to make a judgment without thinking too much. length of argument = strength. availability heuristic: familiar means good
- attributions: missaributions of emotions
- classical conditioning
classical conditioning
learning to associate a new stimulus with a certain response. operates outside of awareness (don’t realise it). advertising = conditioning
high effort origin - operant conditioning
altering the probability of a behaviour being emitted by changing the consequences of such behaviour. associate behavior with consequences:
- positive reinforcement: reward, more behavior
- punishment: less behavior
variable vs fixed reinforcement schedule
lottery
Classical vs. Operant conditioning:
- Classically conditioned behaviours are elicited by stimuli that occur before the response
- Operant behaviours are emitted because of consequences that occur after the behaviour
- Classical conditioning behaviours are involuntary while operant behaviours are voluntary (people are aware)
low effort persuasion is
most influential because involuntary
attitudes and behavior
Attitude doesn’t always depict behaviour what determines if they are linked?
× Elaboration on attitude
× Accessibility of attitudes
× Strength of attitudes
× Situational factors (ex. Desirability)
× Normative factors
× Personality variables
× Measurement isssues
Higher effort central route more probability of having attitude and behaviour linked
social influence
Source of influence
WOM
Why do things become popular
Norms
sources of influence:
Non Marketing sources are more credible because less biased and manipulative.
word of mouth
Product information transmitted by individuals to individuals. perceived ad more trustworthy form of marketing, influences 2/3 sales of goods. Powerful when consumers are unfamiliar with product category.
negative WOM
Negative WOM: easy and more likely to be spread, especially online, and is weighted more heavily than positive WOM. Basic themes of negative WOM include:
Injustice (ex. Impossible to contact the company)
Identity: characterize the violator (ex. Top management) as evil rather than incompetent
Agency: try to create a collective identity for those who want to share their anger, rally to change the status-quo.
why do things become popular
Generally, because of an accumulative advantage (and not because of best features): something happens, then that certain thing becomes famous and popularity attracts other popularity. there has to be a certain level of quality, but at that ‘base’ level, the thing can become popular or remain unpopular.
Under social influence, similar groups of people can end up behaving in very different ways. Just because something is popular it doesn’t mean that its features caused its popularity.
norms
Money-market relationships: effort is exerted according to reciprocity, and the amount of compensation directly influences the effort put in the work. reciprocity means that effort will be the lowest when there is no payment.
Social-market relationships: effort is shaped by reciprocity and altruism, the amount of compensation is irrelevant, and individuals work as hard as they can regardless of payment. performance is high, constant, and insensitive to payment.
If you add payment to a social relationship, you’ll transform it into an economic one, which can be counterproductive: example, daycares that add fines if the kids are picked up with more than 10 minutes of delay, experience more late pickups because people think that they can just pay the late fee and be justified for the delay. effort contingent on payment only in eco
why conform
- desire for rewards or affiliation
- want to be liked be like others
- assume others have better / more info
