Lecture 6 – MOTIVATION & GOALS

Question 1

motivation

Answer 1

= inner reasons or driving forces that cause a behaviour

Question 2

Motivation process

Answer 2

1. recognise a need/ want
2. set the goal of meeting that need
3. understand the gap between current state & desired state
4. if the motivation is sufficient, act to achieve the goal

Question 3

how marketers should work

Answer 3

1. activate the need
2. highlight the gap
3. offer to resolve the gap

Question 4

Maslow’s hierarchy of needs

Answer 4

1. physiological
2. safety
3. love& belonging
4. esteem
5. self-actualisation

Question 5

2 types of motivation

Answer 5

1. utilitarian
2. hedonic

Question 6

Daniel Kahneman systems of thinking

Answer 6

system 1 –> peripheral route (low motivation)
system 2 –> central route (high motivation)

Question 7

4 things to consider when conveying a message

Answer 7

1. arguments
2. info
3. complexity
4. spokepeople

Question 8

2 types of motivation

Answer 8

1. extrinsic
2. intrinsic

Question 9

extrinsic motivation

Answer 9

=behaviour driven by the expectation of an outside reward/ consequence (strong at the beginning, declines later)

Question 10

intrinsic motivation

Answer 10

= behaviour driven by an internal incentive (based on expectations of enjoyment, pleasure, curiosity, satisfaction,… more impactful in the LT)

Question 11

2 types of goals

Answer 11

1. personal
2. collective

Question 12

goal gradient hypothesis

Answer 12

= more effort is invested to achieve a goal the closer you get to achieving it

Question 13

2 types of goals

Answer 13

1. approach goals
2. avoidance goals

Question 14

approach goals

Answer 14

= things you want to achieve

Question 15

avoidance goals

Answer 15

= things you want to avoid

Question 16

3 types of conflicts

Answer 16

1. approach- approach
2. approach- avoidance
3. avoidance- avoidance