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Samenvatting colleges Consument & Marketing
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Summary of all important topics from Roest's lectures, consumer & marketing 2021/2022
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SamenvattingConsument & 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
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