Posted in Uncategorized
One of the motivational theories that I found interesting is the expectancy theory. This is because this theory focuses on perception rather than biological ways to interpret motivation. Expectancy theory proposes this idea that a person will behave a specific way because they are motivated to select that behavior. This is because they know what the result of that behavior will be. For example, if every time you do your homework you get a cookie, you will do your homework because you know that you will receive a cookie, otherwise known as the more desirable outcome.
I also like this theory. It makes you think about your actions and th behavior that you take on in certain situations.
One observation I made about levels of involvement and mood is that marketers focus on altering our moods to link their product to an affective response. The first thing that came to mind after reading this section of the chapter is animal shelter commercials where there are puppies crying with a sad song playing in the background. This type of commercial is meant to make you sad and upset so that you donate to the animal shelter.
To find the right words for the feelings that I have everyday s great. For example drive theory, who would have known that those desires are actually theories. My stomach growls all the time and now I know why i react the way I do and sometimes buy off of impulse. I also can relate to expectancy theory. When I know that a great outcome will come out of something it motivates me more. When in reality whether the outcome is bad or good I should be motivated either because a learned lesson will come out of it.
It was interesting to learn about drive theory because it explained that the drive comes from unpleasant states of arousal. In order to return to your normal state you must tend to the tension. It shocked me that they mentioned retail therapy as a way to tend to the unpleasant arousal because a lot of times I turn to shopping as a way to relieve stress but I never thought deeper into the fact that I was actually fulfilling a need caused by an unpleasant arousal.
While discussing emotions I found the topic about negative state relief to be most interesting. This is because they are agreeing that they use manipulation as a form of advertising. They use inspirational stories to influence emotions to better connect consumers to products. It was also interesting to learn that they call this practice “sadverstising”.
I find both theories interesting. The expectancy theory is more of a rewarding motivation, it sends positive vibes and it gives the feeling of achieving something. In one of my other classes (organizational behavior) we are talking about motivation throughout the organization and individuals. Someone mentioned that they are motivated to go to work because their job is to help others stay healthy and makes a difference in the world. They work at red cross. Donating blood and helping others find their match gives them the feeling of making a difference in the world.
I felt it was interesting to learn about drive theory, I learned how about how it holds that these drives motivate people to reduce desires by choosing responses that will most effectively do so. For instance, when a person feels hunger, he or she is motivated to reduce that drive by eating when there is a task at hand, the person is motivated to complete it.
People only behave a certain way because of what they perceive the reward will be theoretically. The most blatantly obvious example I can think of, is that our class’s students do these discussion boards because we think doing them will impact our grade in a positive way. If you are to not do your work in your classes, then you may not receive a passing grade and the desired outcome of passing the class and graduating college may not happen.
LOL — Very true! But hopefully, there is also long-term reward because you will have written about what you are learning and how it resonates with you on a deeper level, thereby helping you retain it in your long-term memory. 🙂
The theory I found interesting was drive theory. Drive theory is based off desires that motivate people and it drives someone to meet their desires. For example, if a person is hungry, their hunger drives them to eat which meets their desires of eating and not being hungry anymore. Expectancy theory is based off of rewards. If you are expecting a reward, that would motivate you to get the task done. For example, in grade school, if the students in the class behaved for the day they would receive candy. The students are expecting candy at the end of the day motivates them to behave.
Motivation is the process that lead people to behave the way they do. The motivation process is important in marketing because it helps marketers understand why consumers do what they do. Both theories mentioned in the book are very interesting. The drive theory focuses more on biological needs such as being hungry. When people are hungry, they desire food and when they eat they feel better. Something that caught my attention about the drive theory is that people often do things that increase a drive state rather than decrease it. One personal example is sometimes when I am thirsty, instead of drinking water to decrease my thirst, I drink soda or juice which increases it. Now, when speaking about expectancy theory, this focuses more on cognitive factors. This theory is more about choices and motivation. It refers to the way individuals act and about their levels of motivation to achieve their goals if there is a reward expected that will satisfy a need. For example, if you spend more hours studying for an exam, the outcome will be improving your grade on the exam and getting a high grade.
Affect describes the experience of feeling or emotion. The types of affective responses include evaluations, positive or negative reactions to certain events; moods, temporary affective states accompanied with moderates levels of arousal; and emotions, such as happiness and anger which often relate to an specific event. Marketers use these affective responses to link a product with a positive mood or emotion in order to sell it to the customers. One commercial that came to mind where these responses are present is the Spotify’s ad. The ad describes how music makes us happy and it brings us together as one. When you first watch the commercial it starts off with “Music or everyone.” This ad has a positive vibe, creating a feeling of freedom and happiness that anybody would love to experience.
The topic is so broad. It’s so much to learn in so little time.
Very true. This class can only really be an overview of all the studies into consumer behavior. I hope you find it interesting and stay aware of your own behavior.
Its interesting how marketers attempt to alter moods of consumers to sway them towards their product, I definitely think this a good technique because if you can associate a happy mood with something that makes it a higher chance the consumer will buy
Perception is always relative, obviously yes marketers know that each person will perceive things slightly different but they can go for a broad message that will be broadly interpreted the same way. of course some consumers won’t have those broad feelings and some may even have opposite feelings of what the marketers desire was
This idea of broad advertisements turning consumers off from a product is something I think marketers are growing fearful of. That is why the emergence of psychoanalysis has been a great tool for marketers in trying to personalize ads and manipulate consumers positively on a more individual level, henceforth lessening the possible negative perceptions that broader ads may intonate
by reading the chapter I learn that process is important in marketing because it helps marketers understand why consumers do what they do. Marketers need to understand the decision-making and purchasing process in order to champion relevant products, feature innovation and create effective marketing communications.
From reading the chapter, i found this topic very interesting. It is amazing how the marketers target different groups and try to change their mood to a certain way in order to get them more invested in a certain product. This helps the marketers understand the market better as times go on. The more the marketers know about the buyer, the more effective they will be when targeting different groups and the success rate will also increase.
When reading about affect involving consumer behavior I found some interesting points as well. One being the types of affective responses. Your mood and emotions affect a lot of the decisions you make when you buy a lot of things. Marketers often link a product or service with a positive mood or emotion.
i thought it was interesting abut drive theory where there is a biological need to reduce arousal i.e. your stomach growling so you eat something to return your body to homeostasis. and that there is a thing called “retail therapy” where the act of shopping restores a sense of personal control over ones environment and can alleviate feelings of sadness and anxiety.
The idea of retail therapy is a very real concept that I had not given much thought until reading this chapter. Shopping restores a sense of control over a person’s environment and feelings. My mind immediately goes to a stereotypical wealthy white woman who is a shopaholic and shops to relieve sadness. This woman uses material possessions and purchases to temporarily alter her mood in a positive way. Marketers are able to capitalize on this by tapping into our mood and state of mind with psychoanalysis. They attempt to assess what type of mood and state of mind a consumer is in so they can advertise to them in such a way that it will call them to action in following through with their purchase. Thus satisfying them temporarily. Until they feel sad or empty again then the cycle begins again.
One concept I thought was interesting was the desire theory. This talks about individuals wants and needs. One may feel that a certain product is something that makes them feel good and due to that they desire to have it at all times. Maslows hierarchy of needs depicts different levels of these desires.
Motivation is the driving force within individuals that impels them to action. Motivation is the activation or energization of goal-oriented behavior. Motivation may be intrinsic or extrinsic. The term is generally used for humans but, theoretically, it can also be used to describe the causes for animal behavior as well. According to various theories, motivation may be rooted in the basic need to minimize physical pain and maximize pleasure, or it may include specific needs such as eating and resting, or a desired object, hobby, goal, state of being, ideal, or it may be attributed to less-apparent reasons such as altruism, morality, or avoiding mortality..
Affective response can be mild, moderate, or even strong emotions. I think Marketers often try to elicit a positive emotional response via advertising or other communication channels so that consumers form a bond with their offering.
I thought it was interesting but not surprising to find out that marketers use are moods to try and sell their products to us. They use tactics to change our mood and feelings toward a certain product, whether it is their product or a opposing companies product. For example, marketers can associate their product with something universally happy to try to positively alter your mood toward a product to increase the chances that you will buy it.
All consumers use a motivation of some to satisfy needs that they desire. Marketers try to create products and services to provide the desired benefits and help the consumer to satify their needs. All in all, what motivates a consumer is the fact that they need something.
How do we evaluate and choose a product? Well, we choose products by seeing how much we are involved with a product, the marketing message, and the purchase situation. The involvement of a consumer with a product can allow a consumer to interpret the product and ultimately make a decision.
In this section, the thing that I related to in Chapter 5 is the motivation section and this is because I agree 100 percent about motivation. This is as. a consumer point of view, because I was motivated to purchase a certain item and that was my Apple AirPods. I felt the motivation to work in order to get certain things I have now, and what gives me more satisfaction is the fact that I actually purchase the things I’ve been pushing myself to get.
This chapter talks about motivation and how it can be correlated to behavior. When you think about it it makes a lot of sense. For example, you’d be more motivated to go out with friends rather than stay in and do chores. The same goes for purchasing products. You’re more likely to buy something that youve been wanting rather than something that just caught your eye.
In chapter 5 they also speak about Maslow’s Hierarchy of Needs. Abraham Maslow developed is theory to understand personal growth and how people attain spiritual “peak experiences.” The marketers later adapted his work to understand the consumers motivation. The marketers used this theory, because it specifies certain types of product benefits people might look for; basing it off their stage of mental or spiritual development or on their economic situation.
Your email address will not be published. Required fields are marked *