Choice In Psychology

Question 1

In the 20th century we saw a rise in the Rhetoric of Choice. What does it refer to

Answer 1

Using language to emphasize individual agency while obscuring (not clearly understandable) influence of larger social structures

Question 2

During the rise of the rhetoric of choice, applied psychologists…

Answer 2

Found factors that determine choice and ways such choices can be controlled

Question 3

Motivation theory became the key to… (+ key theorists)

Answer 3

Constraining, guiding, and controlling choice
Key theorists:
Maslow, Taylor, and Herzberg

Question 4

List maslow’s hierarchy of needs from bottom (basic survival) to top (realization of full potential) and give examples

Answer 4

Realization of full potential

1. Self actualization (be who meant to be): morality, creativity
2. Esteem: lower: esteem from others, higher: self-respect
3. Love, belonging: friendship, intimacy, family
4. Safety: personal and financial security, health, safety net
5. Physiological: air, food, water, sleep

Basic survival

Question 5

What’s the idea behind Taylor’s “Scientific” Management Theory (2 sub points)

Answer 5

Workers motivated mainly by pay
- workers do not naturally enjoy work -> need close monitoring and control
- Industrial psychology to remove unpredictability of
human factor in production

Question 6

What’s the method behind Taylor’s “Scientific” management theory (4 parts)

Answer 6

1. Work study: identify most efficient production methods
2. Identify: spot most efficient workers and see why they are good
3. Train: train remaining workers to work like the best
4. Rewards: pay based on productivity (e.g. piece rates)

Question 7

What does Herzberg’s two-factor theory disagree about and focus on

Answer 7

Disagreed about importance of financial reward
- focus: importance of non-financial factors

Question 8

Which two factors are names in Herzberg’s two-factor theory

Answer 8

1. Motivators
2. Hygiene Factors

Question 9

Explain the Motivators factor in Herberg’s two-factor theory (+ 3 examples)

Answer 9

Factors that directly motivate people to work harder
- responsibility at work, meaningful/fulfilling work, achievement & recognition

Question 10

Explain the hygiene factors mentioned in Herzberg’s two-factor theory (+ 3 examples)

Answer 10

Factors that de-motivate if not present, but do not actually motivate to work harder
- pay & other financial rewards, working conditions, appropriate supervision and policies

Question 11

With a rise of interest in consumer choice, the study of … is a study of …

Answer 11

The study of behavior is a study of control

Question 12

The study of behaviour (consumer choice) as study of control is applied to consumers to help…(+ example)

Answer 12

Producers understand how consumers discriminate between products

E.g. whether wrappers on loaf of bread can influence consumer perception of freshness (consumers judged wrapped bread (1 or 2 days old) equally as “fresh” as freshly baked)

Question 13

What is the core objective of the study of behaviour (with regards to consumer choice) as study of control

Answer 13

To control and manage both consumers and producers (works) using insights from psychology

Question 15

When did Behaviorist Psychology dominate

Answer 15

In middle part of 20th century

Question 16

Behaviorist psychology (1 main Point with 3 sub points)

Answer 16

Ignore reasons people give for actions and focus exclusively on behaviors
1. Behaviour as learnt conditioning, prompted by incentives and punishments
2. Decisions as conditioned by earlier experience, habits and context
3. Choice merely learned behavior, and act of discrimination between stimuli

Question 17

How is choice seen in behaviorist psychology

Answer 17

Choice was almost an illusion, since consumer is target for behavior modification

Question 18

Psychoanalysis and depth psychology are more/less alluring to marketing applications than behaviorist psychology?

Answer 18

More alluring to marketing applications

Question 19

Since 1950s, psychoanalysis and depth psychology was used to

Answer 19

promote specific products by connecting them to unconscious desires or by presenting them as substitute gratification for repressed or unexpressed wishes

Question 20

give two general examples of how psychoanalysis and depth psychology are used to promote products

Answer 20

1. Wanting power and prestige - > a product to make you feel powerful and important
2. charge everyday products with powerful meanings
   (sexualization of everyday objects (fast cars, cigarettes, lipsticks, etc.) was one of the outcomes)

Question 21

Marketers made use of psychoanalysis and depth psychology by presenting smoking as a …

Answer 21

feminist statement

Question 22

Explain how psychoanalysis is used in car marketing

Answer 22

car: symbolism of masculinity
-> car = self-extension: tell others who you are

Question 23

Brands epitomise….

Answer 23

the enduring success of marketing psychology in charging everyday consumer products and experiences with conscious and unconscious meanings

Question 24

Brands are a key part of how individuals… (+ two subpoints)

Answer 24

define themselves and relationships with others
1. can break down old barriers of class and rank
2. allow yourself to define yourself

Question 25

Brand can be defined as (+ 4 example) … And are supported by…

Answer 25

Unique personality associated with number of qualities (tradition, success, beauty, economy) Supported by variety of images, stories, characters, slogans and logos associated with brands

Question 26

Unique personlity of brand

Question 27

Give three examples of brands becoming more ubiquitous (found everywhere)

Answer 27

1. Individuals brand themselves (facebook) 2. Organisations brand themselves to employees as much as possible 3. Employee looks and personality capable of enhancing or contaminating a brand (managing brand just as important as managing employees and customers)

Question 28

Brands are objects of choice AND…

Answer 28

Filters of choice

Question 29

Brands as identity OR… (+ 2 subpoints)

Answer 29

**Deep mistrust** - **“non-branded”** as brands (asssociated with thrift and savvy consumerism) - MUJI (started as “no brand symbol”)

Question 30

Brands as security (stability) AND… (give example)

Answer 30

Insecurity (new temptations) -> apple is good: stability, new IPhone-old IPhone is old: insecurity

Question 31

There’s a belief in consumer choice and the power of brands to…

Answer 31

Meet the consumer’s needs for meaning and identity

Question 32

Name three points with regards to the belief that brands can meet the consumer’s needs for meaning and identity

Answer 32

1. **uncertain** world, brands symbolise **stability** and **continuity** 2. highly **standardized** world, brands symbolize **individuality** and **uniqueness** 3. Highly **unequal** world: brands symbolize **egalitarianism** and **democracy** (ability to reconcile deep-seated contradictions in contemporary consumerism makes them powerful

Question 33

Information is … for meaningful …. BUT:..

Answer 33

Information is **precondition** for meaningful choice BUT information can create **false** choices or **guided** choices rather than showing **full range** of options

Question 34

with the rise of the internet, how did gaining information change? (2 p)

Answer 34

1. Options more **numerous** and more **complex** -> **information overload** (More time spent searching but **less confidence** that made best choice) 2. Increase of “**paradox of choice”/“tyranny of choice**”

Question 35

Explain “paradox of choice” / “tyranny of choice”

Answer 35

having **too many options** to choose from can lead to **decision paralysis**, **dissatisfaction**, and **regret**