Professional Documents
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Consumer Motivation
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Emotions
Pairing
Political Emotions
candidate
competitors.
Credit card insignia may elicit spending
responses
Operant Conditioning . . .
. . . is the process in which the
frequency of occurrence of a bit of
behavior is modified by the
consequences of the behavior.
If positively reinforced, the likelihood of
the behavior being repeated increases.
If punished, the likelihood of the
behavior being repeated decreases.
Reinforcement & Influencing
Behavior
A reinforcer is anything that occurs
after a behavior and changes the
likelihood that it will be emitted again.
Positive reinforcers are positive rewards
that follow immediately after a behavior
occurs.
Negative reinforcers are the removal of
an aversive stimulus.
Secondary reinforcers . . .
. . . are a previously neutral stimulus
that acquires reinforcing properties
through its association with a
primary reinforcer.
Over a period of time, previously
neutral stimuli can become secondary
reinforcers.
In marketing, most reinforcers are
secondary (e.g. a product performing
well, a reduction in price)
A Punisher . . .
. . . determine if a behavior is
reinforced after a certain number
of repetitions or after a certain
length of time has passed.
Example. Slot machines use a
variable schedule based upon
number of pulls of handle.
Discriminative Stimuli . . .
. . . are those
stimuli that occur
in the presence of
a reinforcer and
do not occur in its
absence.
. . . is the
phenomenon where
people observe the
actions of others to
develop “patterns
of behavior.”
Three important ideas:
People are viewed as symbolic
beings who foresee the probable
consequences of their behavior.
People learn by watching the actions
of others and the consequences of
these actions (i.e. vicarious
learning).
People have the ability to regulate
their own behavior.
Factors Increasing a
Model’s Effectiveness
The model is physically attractive.
The model is credible.
The model is successful.
The model is similar to the observer.
The model is shown overcoming
difficulties and then succeeding.
Three Major Uses of
Social-Learning Theory
A model’s actions can be used to
create entirely new types of behaviors
A model can be used to decrease the
likelihood that an undesired behavior
will occur
The model can be used to facilitate
the occurrence of a previously learned
behavior
Midrange Theories of
Motivation
Opponent-Process Theory
Optimum Stimulation Levels
The Desire to Maintain Behavioral
Freedom
The Motivation to Avoid Risk
The Motivation to Attribute Causality
Opponent-Process Theory
. . . explains that two things occur when a person receives
a stimulus that elicits an immediate positive or negative
emotional reaction:
The immediate positive or negative emotional
reaction is felt.
A second emotional reaction occurs that has a feeling
stimulus.
Optimum Stimulation
Level
. . . is a person’s preferred amount of physiological
activation or arousal.
Activation may vary from very low levels (e.g. sleep) to
very high levels (e.g. severe panic).
Individuals are motivated to maintain an optimum level of
stimulation and will take action to correct the level when it
becomes to high or too low.
Accounts for high vs. low sensation seeking people.
Accounts for variety seeking
Accounts for hedonic consumption—I.e., the need of
people to create fantasies, gain feelings through the
senses, and obtain emotional arousal.
The Desire to Maintain
Behavioral Freedom
Psychological reactance is the motivational
state resulting from the response to threats to
behavioral freedom.
Two types of threats can lead to reactance:
Social threats involve external pressure from other people
to induce a consumer to do something
Impersonal threats are barriers that restrict the ability to
buy a particular product or service
Frequent in marketing: e.g., pushy salesperson
Scarcity effects: scarce products are valued more.
Limited time offer, limited supply.
The Motivation to Avoid
Risk
Perceived risk is a consumer’s perception of the
overall negativity of a course of action based
upon as assessment of the possible negative
outcomes and of the likelihood that these
outcomes will occur.
Perceived risk consists of two major concepts -
the negative outcomes of a decision and the
probability these outcomes will occur.
7 Types of Consumer
Risks.
Financial
Performance
Physical
Psychological
Social
Time
Opportunity Loss
Factors Influencing Risk
Perception
Characteristics of the person—e.g.,
need for stimulation
Nature of the task
Voluntary risks are perceived as less
risky than involuntary tasks.
Characteristics of the product—price
Salience of negative outcomes
Six risk-reduction
strategies
Be brand loyal and Seek out information in
order to make a well
consistently purchase informed decision.
the same brand. Buy the most expensive
Buy through brand brand, which is likely to
image and purchase a have high quality.
quality national brand.
Buy the least expensive
brand in order to reduce
Buy through store financial risk.
image from a retailer
that you trust.
The Motivation to Attribute
Causality
Attribution theory describes the processes through
which people make determinations of the causality
of action.
Internal attribution is when a consumer decides