Lecture 1 Flashcards

Question

How does motivational orientation differ?

Answer 1

Differs systematically with… - Age o Older people tend to be more prevention focused o Younger people more promotion focused - Gender o Women tend to be more prevention focused - Culture o Collectivistic cultures are more prevention focused in general o Individualistic cultures are more promotion focused - Upbringing - Type of decision/context o Which focus will be dominant depends on the context But: avoid generalizations. People’s orientations vary widely from situation to situation.

Answer 2

They... Have different preferences. Are motivated by different factors. Process information in an different way. Have different self-views.

Answer 3

Promotion focus - Interested in promotion-oriented products - Attend to promotion-oriented attributes (holidays instead of alarms; e.g., luxury or safety) Prevention focus - Interested in prevention-oriented products - Attend to prevention-oriented attributes

Answer 4

Promotion focus - Inspired by positive role models - Motivated by praise for excellent work Prevention focus - Inspired by positive and negative role models - Motivated by criticism about their work (vs. praise)

Answer 5

Promotion focus process information in an eager way: - Prioritize speedy decisions - Focus on the big picture instead of the details - Focus on obtaining the best option - Are more creative Prevention focus process information in a vigilant way - Prioritize accuracy to speed - Focus on the details - Focus on eliminating the worst option - Favor repetition, are less creative

Answer 6

Promotion focus - More politically liberal - Independent (instead of interdependent; e.g., you talk about yourself vs. yourself in relation to others) - Higher self-esteem Prevention focus - More conservative - Interdependent - Have lower self-esteem

Answer 7

Avène = prevention focused Clarins = promotion focused

Answer 8

People with a prevention focus respond differently to different kinds of humour than people with a promotion focus.

Answer 9

A person’s motivational orientation leads them to prefer products and messages that help them sustain her orientation. - E.g., If a consumer is in a prevention focus, they are going to be attracted to prevention focused messages. They will not like promotion focused messages. It makes them “feel right” during message reception. It increases their strength of engagement with the message. It’s not only about the content of the message but also about the way it is presented. - Nonverbal behaviour attracts the corresponding type of people (promotion focused non-verbal behaviour attracts promotion focused people and vice versa).

Answer 10

Eager, excited, leaning forward, energetic broad movements, open hands, talking fast.

Answer 11

Softer voice, talking more slowly, different gestures, pushing down with his hands, slowing down.

Answer 12

- Clarify tasks - Initiate structure - Maintain status quo - Improve productivity - Monitor and correct errors - Focus on management

Answer 13

- Are innovative - Are optimistic - Have high expectations - Facilitate change - Inspire followers - Focus on creating a better future

Answer 14

Transactional leaders have a better fit with prevention focused followers. Transformational leaders have a better fit with promotion focused followers.

Answer 15

You will have a mismatch - E.g., punishment to make employees more creative

Answer 16

Adjust the message to suit the audience. Adjust the audience to suit the message. - You have to get them in the right mood.

Answer 17

By doing both. They will adjust the message to suit the audience and also adjust the audience to suit the message.

Answer 18

The prevention and promotion focus is a focus and thus about something that will happen, but not something that happened already. Negativity bias is a reaction to something that already happened.

Answer 19

People are more hurt by negative effects than they are happy by gaining something.

Answer 20

Proposals for change themselves (including attempts to influence behaviour – such as introducing a new product, service, or organizational change) can induce a prevention focus.

Answer 21

Because change inherently brings about uncertainty, risk, and potential losses, all of which are primary concerns of a prevention-focused mindset.

Answer 22

They sometimes have to discontinue flavours. But, they have a very strong community, who were very resistant to the changes. There was no option of not discontinuing the flavours. What did they do? - They came up with the flavour graveyard (an actual graveyard) - It has a quarter million visitors each year - They have to make up for the loss aversion

Answer 23

- Social pressure - Coercive marketing - Lack of trust in brand/provider - Lack of autonomy/forced compliance - Love & attachment to the status quo - Change to established routines - High cost or financial commitment - Long-term consequences - Complexity and lack of familiarity - Perceived risk and uncertainty

Answer 24

You have to deal with it immediately. You have think about the level and type of resistance they will have, otherwise they will not listen to the message.

Answer 25

Reactance: when pushed, I push back Endowment: I prefer the status quo Distance: too far from my backyard to even consider Uncertainty: genuine doubt

Answer 26

Need for autonomy comes from the self-determination theory.

Answer 27

The human’s three basic needs: - Competence o Need to be effective in deadline with the environment - Autonomy o Need to control the course of their lives - Relatedness o Need to have a close, affectionate relationships with others

Answer 28

Provide a menu; give options Ask, don’t tell - E.g., ask someone what the consequences of smoking are for your lungs Start with understanding - It works because it’s not an influence tactic

Answer 29

You don’t want to change what you now have. People in general have loss aversion - Appeal to what people lost, but can get back o “Let’s take back control” o “Make America great again”

Answer 30

People dislike losing something they have.

Answer 31

Reduce switch costs - Persuading people to insulate their roof? At first it didn’t work, even though it was free of charge and had a lot of benefits. They didn’t understand why. But they then found out that people disliked the switch costs: the idea of insulating their roof meant that they had to tidy up their attic. Hence, they then offered to help clean out the attic! This worked. - This is also why you have to interview your potential users. You can have all kinds off assumptions but you never really know what’s on people’s minds.

Answer 32

Related to the social judgment theory. Different people have different ways of accepting or receiving a message. The people that you are interested in are people that are a bit open to the idea.

Answer 33

Any offer is going to be in one of the three boxes: - Latitude of acceptance o The range of things you actually find acceptable - Latitude of reluctance - Latitude of non-commitment o In between acceptance and rejection In which of the three boxes the new idea/message/offer is going to be not only depends on the offer but also on how the offer is presented. - E.g., during the farmers protest, it is not only about if you agree with them, but also about how they’re presenting their idea. If you really dislike the blocking of the highway, then the message has a higher chance of being in the latitude of rejection.

Answer 34

Find the movable middle

Answer 35

The type of resistance where you actually feel like it is a risk. Uncertainty = the outcome and the probability of different outcomes is unknown (e.g., scores on test results). Risk = outcome itself is unknown, but probability of different outcomes is known (e.g., coin flip = 50% chance). Related to risk aversion.

Answer 36

Rationally, the answer to the last question would be somewhere between €26 and €45. But it was way lower (€16) because people don’t like the uncertainty.

Answer 37

There is a small percentage of people that do like uncertainty, the innovators (2,5%) and early adopters (13,5). The early majority (34%) and late majority (34%) always follow the first people that try it out. So, when you want to start a movement, you need the innovators and early adopters, but if you want to get a real big movement you have to mind the early and late majority as well.

Answer 38

Give a trial period

Answer 39

Proposals for change themselves can induce a prevention focus, depending on the level of threat. But change often needs a promotion focus (focus on ideals, opportunities, etc.) Effective social influence often starts with getting people ‘in the mood for change’.

Answer 40

Asking people for their desires and aspirations. People become more promotion focused - by viewing nature because it opens up their mind. - when a purchase decision is placed in the future (versus now).

Answer 41

1. Assess (potential) resistance: the level of, the reasons for, and the type(s) of. 2. Acknowledge and address it in a fitting way. 3. When the path is clear, guide people toward a promotion focus.

Lecture 1 Flashcards

(65 cards)