Exam #3 Flashcards
(35 cards)
Motivation Acronym
M - Major Components
O - Overt/manifest and hidden/latent
T - Tension reduction
I - Internal and external forces
V - Valence
A - Achieve goals
T - Thirst for Variety
I - Individual Differences
O - Order
N - Need Hierarchy
Major Components
- energy and direction
- ex. sitting on the couch and the remote dies
Overt/manifest and hidden/latent
- conscious/outer motives vs subconscious/inner feelings motive
- things you tell people vs things you don’t
Internal and External Forces
Information Processing Diagram
Valence
the desirability of an object in each situation (V = f (tension; product attractiveness)
- ex. water is most attractive when you’ve been working all day and you are dehydrated
Achieve Goals
- buying products/services to solve problems & achieve certain goals
Thirst for variety
novelty seeking (trying something new)
Order
- some people’s needs for organization is higher than others
- ex. his wife and the dishwasher
Need Hierarchy
- Maslow’s Hierarchy of Needs (Physiological, safety, belonging, self-esteem, self-actualization)
- depth interviews/surveys can’t expose these types of answers
- Ex) Couple having a discussion over dinner abt the cruise, viewer makes a script for couple, this helps inform the tester what the viewer actually thinks about cruise lines
Stress Curve
- Performance on left, stress level on right
- too little stress —-> burn-out
- perfect medium
Instinct theory - McDougall
- believed all motivations come from internal, catalog of biological motives
- freud took instinct theory and took further
- > creative, sex drive, destruction
Field Theory - Kurt Lewin
- object and situation/environment
- “field” = your environment (motives are learned from what’s going on around me)
Hierarchy of needs - Maslow
- Physiological
- Safety
- Belongingness
- Esteem
- Self-actualization
Learned needs theory - McClelland
- socialization/reference groups
W.J. McGuire
Motives include …
- Consistency & Categorization (“need for order”)
- attribution (causation) - new stimuli we try to immediately find out what caused it, to what do I attribute that thing
- Ex) Kenny Anderson (brings up the team), ads supporting car dealership (ppl believe him and not that he’s getting paid)
—> ego defense & reinforcement
- Ex) buying a new car, get there late bc u you want ppl to see it and wait for the reinforcement, but no one says anything
Personality Theory (Sigmund Freud)
1) Id (Instincts) – contains our primitive drives and acts with seeking the pleasure principle and avoiding pain, very selfish & don’t care abt the consequences (the devil on your shoulder)
2) Ego (Reality) – “playing referee”, operates on reality principle which strives to combine both Id and Superego, finding the middle ground in an acceptable way
3) Superego (Morality) – brain focused on moral standards and ideal gained from ppl around us, provides a guideline for judgements and prevents id from seeking gratification (angel on your shoulder
Ex) is this Id, Ego or superego? : Hungry baby cries until fed
Id
Ex) is this Id, Ego or superego? : girl wants to borrow necklace but knew mom would be angry if she took w/o asking, so she asked her mom
Ego
Ex) is this Id, Ego or superego? : girl knew she could steal supplies from work because she knew she could get away with it however she didn’t bc stealing is wrong, even though it would have been easy
Superego
Attitude
learned disposition to respond in a consistently favorable or unfavorable manner with respect to a given object … (or person, product, viewpoint etc.)
Components of attitudes (3 components)
1) Cognitive – beliefs, facts, attributes (different characters, products they offer, slogan etc.)
2) Affective – feelings, emotions (“Ew”, “Gross”, “I hate McDonalds” / “A treat”, “I get a toy, yay”)
3) Behavioral – actions, purchase intentions
Properties of attitudes
1) Consistency
2) Centrality (if an attitude is linked to a core value, it is very different to change that attitude)
3) Intensity (when affective component is so strong it overwhelms everything else)
—> Cockroach example (could offer her free steak for life but can’t compete with her core value of cleanliness)
One-sided versus two-sided message. Which is more persuasive?
One sided - just present all the good stuff /all stuff you want to show
Two - sided - present both sides, good and bad (example – a political candidate saying that their component has done good stuff or admit to their faults/weaknesses)
Two-sided > more persuasive and credible
Source credibility - components
1) Expertise – depends on the product, expert = provides credibility
2) Trustworthiness
3) Likability - the more attractive = the more likable they are perceived (Roger Federer’s likeability is high w people - ppl trust him)
- Familiarity, Attractiveness, Similarity
