Samenvatting colleges Consument & Marketing

Samenvatting
Consument & marketing

Motivation opportunity ability
Consumer ability: resources to act
 Product knowledge and experience
 Cognitive style
 Intelligence, education and age
 Money

Consumer opportunity: circumstances to act
 Time
 Distraction
 Information: amount, complexity and repetition

Consumer motivation: willingness to act
 Personal relevance
 Consistency with the self, values, needs, goals
 Inconsistency with attitudes
 Perceived risk

Effect of motivation on consumer behaviour
 Highly motivated people are willing to spend more time on information
 Motivated consumers are more eager to learn about alternatives

Equifinality = a single goal associated with multiple means
Instrumentality = perception of the ability of the means to achieve the goal (because of
product features, past experiences etc.)
Multifinality = only desirable if consumers have multiple goals, can backfire when consumers
have only one goal: dilution effect (=verwatering)

Goal system  people experience an increase in motivational intensity when their manner
of goal pursuit matches their self-regulatory orientation

Motivation
= the biological, rational, emotional, and social force that initiates and directs behavior
= the inferred process within an individual that causes that organism to move towards a goal
= the internal process leading to behavior to satisfy needs
= the forces within the individual that account for the direction, intensity and persistence of
effort expended

,Need theories
1. Maslow’s hierarchy of needs = each individual has needs or feelings of deficiency that
drive their behavior
 Descriptive theory
 Once a need on the pyramid is satisfied, then it is no longer motivating
 Needs are in a hierarchy that an individual moves up as they satisfy levels of needs
 Onder naar boven: physiological, safety, social, egoistic and self-actualization

2. Herzberg’s two factor theory = refers to hygiene factors and motivating factors in his
theory
 Prescriptive theory
 Hygiene factors do not act as motivators
 Only the higher order needs act as motivators
 Hygiene factors may cause dissatisfaction but not satisfaction (onderste twee layers:
physiological and safety)
 Motivational factors may cause satisfaction but usually not dissatisfaction

Hygiene factors
 Company policies
 Quality of supervision
 Relations with others
 Personal life
 Rate of pay
 Job security
 Working conditions

Motivational factors
 Achievement
 Career advancement
 Personal growth
 Job interest
 Recognition
 Responsibility

Software van een organisatie = de mensen en de interactie onderling
Hardware van een organisatie = regels, richtlijnen en procedures

3. Alderfer’s ERG Theory
 Distuinguishes three categories of human needs that influence (workers)
behavior: existence, relatedness, and growth
 A person may move to higher level needs without satisfying lower-level needs
(progression not hierarchy), may regress to previous need levels if the higher-
level needs are not satisfied (frustration/regression)
 Existence needs: desire for physiological and material well-being
 Relatedness needs: desire for satisfying interpersonal relationships
 Growth needs: desire for continued personal growth and development
4. McClelland’s Human Motivation Theory (Manifest needs)

,  Individuals possess three needs which are not innate, but learned through
culture, age and experience
 These needs are achievement, affiliation, and power
 These motivators are present in varying degrees, one of them can be
dominant
 Useful in helping managers identify how they can motivate individuals to
perform better
 Need for achievement, need for power, need for affiliation

Process theories
1. Vroom’s Expectancy Theory:
 Vroom stresses and focuses on outcomes and not on needs unlike Maslow
and Herzberg
 A person will be motivated to put forth a higher level of input if they believe
their efforts will result in higher output and thus better rewards
 When deciding among behavioral options, individuals select the option with
the greatest amount of motivational force
 Individual effort  (expectancy: will my effort lead to high performance)
individual performance (instrumentality: will performance lead to
outcome) personal rewards  (valence: do I find the outcomes desirable)
personal goals

2. Skinner’s Reinforcement Theory:
 Although we do have a mind, it is more productive to study observable
behavior rather that internal mental events
 The best way to understand behavior is to look at the causes of an action and
its consequences (operant conditioning)
 Skinner set out to identify the processes which made certain operant
behaviors more or less likely to occur
 Behavior which is reinforced (rewarded) tends to be repeated/strengthened;
behavior which is not reinforced will die-out/weakened
 Positive reinforcement: increases the frequency of a behavior through the
contingent presentation of a pleasant consequence
 Negative reinforcement: increases the frequency of a behavior through the
contingent removal of an unpleasant consequence
 Positive punishment: decreases the frequency of a behavior through the
contingent presentation of an unpleasant consequence
 Negative punishment (extinction): decreases the frequency of a behavior
through the contingent removal of a pleasant consequence




3. Adams’ Equity Theory