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)