People have cognitive biases that influence their decisions. Choice overload occurs when people have difficulty choosing from many options and may delay or avoid decisions. Cognitive dissonance is mental discomfort from conflicting beliefs and behaviors. Decision fatigue results from excessive decision-making that depletes mental resources, causing people to stick with the status quo. Decoy effects change preferences between two options when a third dominated option is introduced.
Kahneman's framing experiment showed that people make different decisions based on how information is presented or "framed". When treatments for saving lives were framed positively, people chose the secure option, but when framed negatively in terms of deaths, they chose the risky option. Zajonc's mere exposure study found that repeated exposures to a stimulus increases people's positive feelings towards it. Regan's reciprocity experiment demonstrated that people feel obligated to return favors, so providing customers value increases the chance they will purchase products.
This document introduces concepts from behavioural economics, which challenges the assumption that people always make rational decisions. It discusses how social, emotional, and cognitive factors can influence choices. People have bounded rationality and use mental shortcuts like heuristics. Choices are affected by defaults, framing, norms, and biases. Behavioural economics aims to "nudge" better choices through approaches like changing defaults or using social norms, rather than mandates. However, some argue that nudges could be seen as paternalistic or that consumers are not as irrational as behavioral economics assumes.
This document introduces concepts from behavioural economics, including bounded rationality and heuristics. It discusses how social, emotional, and psychological factors can influence economic decisions in non-rational ways. Examples are given of how choice architecture, defaults, framing, and other cognitive biases shape choices. Behavioural economics aims to design "nudges" through subtle changes that guide people towards making beneficial decisions. However, some argue that nudging risks excessive paternalism or underestimating consumer rationality.
This document discusses attitudes and their influence on food and drink consumption. It begins by defining attitudes and describing several theories related to how attitudes are formed and influenced. It then discusses the consumer decision making process and how attitudes can shape food and drink purchases. Specifically, it analyzes how attitudes are influenced by beliefs, emotions, and behaviors and how they vary regarding local vs imported foods.
1. Altruism refers to humans behaving with more kindness and fairness than would be expected if they acted rationally according to self-interest.
2. Anchoring is the tendency for people to rely on irrelevant reference points or anchors when making estimates.
3. Bounded rationality recognizes the cognitive limits of humans in making fully rational decisions due to limits in information, time, and brain processing capacity.
This document provides a summary of several articles on topics related to happiness, biases, health, and dehumanization. It includes the following summaries:
1) An article discusses 4 daily rituals identified by a neuroscientist that can increase happiness: gratitude, labeling negative feelings, making decisions, and touching people. These rituals activate reward centers in the brain and neurotransmitters like dopamine and oxytocin.
2) An article describes the "inaction inertia effect," where people who miss out on an opportunity like a sale feel regret and are then unwilling to purchase the item at full price later due to feeling the discounted price was the true value.
3) A study found that merely reminding people to think about calories
This document discusses various cognitive biases and heuristics that influence decision making. It explores how relativity, illusions, framing effects, context, and the number of options presented can impact choices. Anchoring, social norms vs market norms, arousal, procrastination, and variable rewards are also examined as factors that can lead to irrational decisions. The key takeaway is that the person designing a choice architecture can significantly shape the outcomes by how the options are presented.
Poverty reduces cognitive capacity and leads to poor decision making. Experiments show that those facing financial scarcity perform worse on cognitive tests and exhibit less self-control. The poor must constantly make difficult trade-offs which taxes bandwidth. Scarcity captures attention on immediate needs, reducing focus on long term goals. Policies should simplify processes and provide reminders and commitment devices to reduce cognitive load on the poor.
Kahneman's framing experiment showed that people make different decisions based on how information is presented or "framed". When treatments for saving lives were framed positively, people chose the secure option, but when framed negatively in terms of deaths, they chose the risky option. Zajonc's mere exposure study found that repeated exposures to a stimulus increases people's positive feelings towards it. Regan's reciprocity experiment demonstrated that people feel obligated to return favors, so providing customers value increases the chance they will purchase products.
This document introduces concepts from behavioural economics, which challenges the assumption that people always make rational decisions. It discusses how social, emotional, and cognitive factors can influence choices. People have bounded rationality and use mental shortcuts like heuristics. Choices are affected by defaults, framing, norms, and biases. Behavioural economics aims to "nudge" better choices through approaches like changing defaults or using social norms, rather than mandates. However, some argue that nudges could be seen as paternalistic or that consumers are not as irrational as behavioral economics assumes.
This document introduces concepts from behavioural economics, including bounded rationality and heuristics. It discusses how social, emotional, and psychological factors can influence economic decisions in non-rational ways. Examples are given of how choice architecture, defaults, framing, and other cognitive biases shape choices. Behavioural economics aims to design "nudges" through subtle changes that guide people towards making beneficial decisions. However, some argue that nudging risks excessive paternalism or underestimating consumer rationality.
This document discusses attitudes and their influence on food and drink consumption. It begins by defining attitudes and describing several theories related to how attitudes are formed and influenced. It then discusses the consumer decision making process and how attitudes can shape food and drink purchases. Specifically, it analyzes how attitudes are influenced by beliefs, emotions, and behaviors and how they vary regarding local vs imported foods.
1. Altruism refers to humans behaving with more kindness and fairness than would be expected if they acted rationally according to self-interest.
2. Anchoring is the tendency for people to rely on irrelevant reference points or anchors when making estimates.
3. Bounded rationality recognizes the cognitive limits of humans in making fully rational decisions due to limits in information, time, and brain processing capacity.
This document provides a summary of several articles on topics related to happiness, biases, health, and dehumanization. It includes the following summaries:
1) An article discusses 4 daily rituals identified by a neuroscientist that can increase happiness: gratitude, labeling negative feelings, making decisions, and touching people. These rituals activate reward centers in the brain and neurotransmitters like dopamine and oxytocin.
2) An article describes the "inaction inertia effect," where people who miss out on an opportunity like a sale feel regret and are then unwilling to purchase the item at full price later due to feeling the discounted price was the true value.
3) A study found that merely reminding people to think about calories
This document discusses various cognitive biases and heuristics that influence decision making. It explores how relativity, illusions, framing effects, context, and the number of options presented can impact choices. Anchoring, social norms vs market norms, arousal, procrastination, and variable rewards are also examined as factors that can lead to irrational decisions. The key takeaway is that the person designing a choice architecture can significantly shape the outcomes by how the options are presented.
Poverty reduces cognitive capacity and leads to poor decision making. Experiments show that those facing financial scarcity perform worse on cognitive tests and exhibit less self-control. The poor must constantly make difficult trade-offs which taxes bandwidth. Scarcity captures attention on immediate needs, reducing focus on long term goals. Policies should simplify processes and provide reminders and commitment devices to reduce cognitive load on the poor.
Consumer behavior involves how individuals, groups, and organizations select, purchase, use, and dispose of products and services. Understanding consumer behavior helps marketers improve their strategies. It examines how psychological, social, cultural, and situational factors influence purchasing decisions. Studying consumer decision making processes provides insights into recognizing needs, searching for information, evaluating options, making purchases, and satisfaction levels after purchases. The goal is to help firms better target, position, and adapt their marketing campaigns.
Consumer behavior involves how people buy goods and services, including what they buy, when they buy, and why. There are six stages to the consumer buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are four types of consumer buying behavior: routine/programmed behavior, limited decision making, extensive decision making, and impulse buying. Consumer behavior aims to understand consumers and help marketers better meet consumer needs and wants.
Consumer behavior involves how people buy goods and services, including what they buy, when they buy, and why. There are six stages to the consumer buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are four types of consumer buying behavior: routine/programmed behavior, limited decision making, extensive decision making, and impulse buying. The level of decision making involved can depend on factors like the cost, risk, and familiarity of the product or service.
1. The document discusses consumer motivations and classifies them into five categories: conscious vs unconscious, high vs low urgency, positive vs negative, rational vs emotional.
2. It summarizes Maslow's hierarchy of needs which includes physiological, safety, social, ego, and self-actualization needs.
3. Motivational conflicts can arise from approach-approach, avoidance-avoidance, or approach-avoidance situations. Marketers aim to resolve these conflicts.
This document summarizes the consumer decision-making process and key factors that influence it. It outlines the 5 stages of the consumer decision process: need recognition, information search, alternative evaluation, purchase and consumption, and post-purchase evaluation. It then describes 4 main factors that shape consumer decisions: psychological factors like motives and attitudes, social factors such as family influence, and situational and marketing mix factors. Finally, it provides more details on specific psychological and social influences.
The document discusses consumer motivation and goal-setting. It explains that needs produce motivation, and consumers seek to fulfill needs and reduce tension. Marketers do not create needs but can make consumers aware of existing needs. The document also discusses how consumers set generic and product-specific goals to fulfill needs, and how personal experiences, abilities, social norms, and environment influence goal selection. It contrasts rational versus emotional goal selection and discusses different types of motivations like physiological, emotional, cognitive, and environmental arousal.
The document provides an overview of key concepts related to consumer buying behaviour including:
1. Consumer behaviour involves the processes of acquiring, using, and disposing of goods and services, and can be influenced by cultural, social, personal and psychological factors.
2. Studying consumer behaviour helps organizations understand customers to better achieve their objectives and influence economic and social conditions.
3. Consumer decision making can range from routine to extensive processes depending on the product, and can be impacted by circumstances.
4. Understanding consumer habits, motives, decision processes and influences is important for marketers to maximize sales and profits.
How do modern consumers decide what they want to share, like, or purchase? Having a basic understanding of behavioral psychology can help you understand and better engage your consumers.
The document describes various questions asked in a consumer behavior questionnaire, including asking consumers about their demographics, typical supermarket purchases including pasta products, eating habits, selecting an avatar, rating how close they feel to certain products on a scale, and questions about their relationship to and perceptions of discussing different products. The questionnaire aims to gather demographic and purchase behavior information as well as gauge consumers' attitudes towards specific products.
Consumer decision making involves a process where consumers identify their needs, gather information about alternatives, evaluate options, and make a purchase decision. This process is influenced by psychological, economic, and environmental factors. There are three main types of consumer buying decisions - routine response behavior for everyday low-involvement purchases, limited decision making for moderate-involvement purchases, and extensive decision making for high-involvement purchases. A consumer's decision making process typically involves need recognition, information search, and leads to a purchase and post-purchase evaluation.
Professional ethics refers to the personal code of conduct expected in a workplace based on organizational and industry standards, tracing back to ancient Greece and Rome. Decision-making involves problem recognition, information search, alternative definition, and selecting an action consistent with preferences. Theories suggest rational individuals should behave under risk and uncertainty. Choice represents sacrifices as we give up other options; our emotions, costs, and biases like loss aversion unconsciously influence decisions through memories, intuition, and aversion to losing what we have. Understanding decision-making theories may encourage better choices.
This document discusses how behavioral economics can be used to understand and influence health behaviors. It explains that most health choices are influenced by emotions, social factors, and immediate rewards rather than logic and willpower alone. Environmental changes and targeting social leaders are more effective than knowledge or motivation at driving behavior change. Health outcomes are strongly linked to education, income, lifestyle, and genetics rather than medical care alone. Investing in healthy behaviors through education and social programs can significantly improve population health.
This document provides an overview of behavioural economics. It begins by explaining that behavioural economics has emerged from psychological studies exploring biases in decision-making. It then contrasts the assumptions of classic economics, which considers consumers to be entirely rational, with the findings of behavioural economics and psychology, which recognize that consumers are emotional and can be persuaded in irrational ways. The document goes on to provide examples of behavioral economic concepts in action from various companies. It also describes the two thinking systems - system 1 being fast, emotional thinking and system 2 being slow, logical thinking. Finally, it outlines and explains a number of key behavioral economic principles that influence human decision-making.
This document discusses consumer behavior and how marketers influence consumers. It provides examples of how consumers selectively pay attention to, remember, and interpret information in ways that confirm their existing beliefs. It also gives examples of how the presentation or "framing" of choices, like food portion labels or drink sizes, can influence consumer decisions and perceptions without changing the actual options. The document warns that consumers should be skeptical of product claims that have not been scientifically proven or validated by organizations like the FDA.
Shiny New Toys (and why humans like them so much)Craig Thomler
Key note presentation by Craig Thomler to RightClick 2012.
Discusses why humans are attracted to shiny new things, how humans make decisions and how to ensure that digital strategies are developed rationally, not emotionally.
customer attitude and demand pattern of midas treadsKannan T S
This document discusses customer attitudes and demand patterns. It begins by introducing the topic and objectives of studying customer attitudes towards Midas Treads, a manufacturer of pre-cured tread rubber. It then defines consumer attitudes as consisting of beliefs about a product, feelings towards it, and behavioral intentions. Customer attitudes are influenced by groups and society. The document discusses how analyzing customer relationship management databases can provide insights into customer behavior, segmentation, and developing targeted marketing strategies. It outlines the components of consumer attitudes - beliefs, affect, and behavioral intentions - and strategies for changing attitudes, such as changing affect, behavior, or beliefs.
This document discusses the psychology of choice and decision making. It addresses questions around whether the desire for choice is innate or culturally created, how culture and identity influence our choices, and the different systems of decision making like automatic vs reflective systems. The document also explores how product marketing through advertising, branding, and trends can influence what we choose. It notes that while abundance of choices is seen positively, it can also lead to decision fatigue and lower satisfaction with choices. Overall, the document examines the factors that shape our choices and decisions from psychological and cultural perspectives.
Motivation is the driving force within individuals that impels them to action.
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs
172Source Phil DateShutterstock.A s Basil scans the .docxfelicidaddinwoodie
172
Source: Phil Date/Shutterstock.
A s Basil scans the menu at the trendy health-food restaurant Paula has dragged him to, he reflects on what a man will give up for love. Now that Paula has
become a die-hard vegan, she’s slowly but surely working on him
to forsake those juicy steaks and burgers for healthier fare. He
can’t even hide from tofu and other delights at school; the din-
ing facility in his dorm just started to offer “veggie” alternatives
to its usual assortment of greasy “mystery meats” and other
delicacies he loves.
Paula is totally into it; she claims that eating this way not
only cuts out unwanted fat but also is good for the environment.
Just his luck to fall head-over-heels for a “tree-hugger.” As Basil
gamely tries to decide between the stuffed artichokes with red
pepper vinaigrette and the grilled marinated zucchini, fantasies
of a sizzling 14-ounce T-bone dance before his eyes.
The Motivation Process:
Why Ask Why?
Paula certainly is not alone in her belief that eating green is good
for the body, the soul, and the planet. According to a 2014 Harris
Interactive study, approximately 5 percent of U.S. Americans are
vegetarian (close to 16 million people) and about half of these vegetarians are vegan.
Indeed the number of vegans in the United States has doubled since 2009.
Vegetarianism refers only to a diet that excludes meat (some animal products that do not
involve the death of an animal, such as milk, cheese, and butter, may be included). Veganism,
in contrast, links to a set of ethical beliefs about use of and cruelty to animals. In addition
5-1 Products can satisfy a range of consumer needs.
5-2 Consumers experience different kinds of motivational
conflicts that can impact their purchase decisions.
5-3 Consumers experience a range of affective responses to
products and marketing messages.
5-4 The way we evaluate and choose a product depends on
our degree of involvement with the product, the marketing
message, or the purchase situation.
When you finish reading this chapter you will understand why:
Ch
ap
te
r
Ob
je
ct
iv
es
Chapter 5 ● Motivation and Affect
ObjecTive 5-1
Products can satisfy a
range of consumer needs.
chAPTer 5 Motivation and Affect 173
to objecting to hunting or fishing, adherents protest cruel animal training; object to the
degrading use of animals in circuses, zoos, rodeos, and races; and also oppose the testing of
drugs and cosmetics on animals.1
The forces that drive people to buy and use products are generally straightforward—
for example, when a person chooses what to have for lunch. As hard-core vegans dem-
onstrate, however, even the basic food products we consume also relate to wide-ranging
beliefs regarding what we think is appropriate or desirable. In some cases, these emotional
responses create a deep commitment to the product. Sometimes people are not even fully
aware of the forces that drive them toward some pr ...
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
How to Manage Reception Report in Odoo 17Celine George
A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
Consumer behavior involves how individuals, groups, and organizations select, purchase, use, and dispose of products and services. Understanding consumer behavior helps marketers improve their strategies. It examines how psychological, social, cultural, and situational factors influence purchasing decisions. Studying consumer decision making processes provides insights into recognizing needs, searching for information, evaluating options, making purchases, and satisfaction levels after purchases. The goal is to help firms better target, position, and adapt their marketing campaigns.
Consumer behavior involves how people buy goods and services, including what they buy, when they buy, and why. There are six stages to the consumer buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are four types of consumer buying behavior: routine/programmed behavior, limited decision making, extensive decision making, and impulse buying. Consumer behavior aims to understand consumers and help marketers better meet consumer needs and wants.
Consumer behavior involves how people buy goods and services, including what they buy, when they buy, and why. There are six stages to the consumer buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are four types of consumer buying behavior: routine/programmed behavior, limited decision making, extensive decision making, and impulse buying. The level of decision making involved can depend on factors like the cost, risk, and familiarity of the product or service.
1. The document discusses consumer motivations and classifies them into five categories: conscious vs unconscious, high vs low urgency, positive vs negative, rational vs emotional.
2. It summarizes Maslow's hierarchy of needs which includes physiological, safety, social, ego, and self-actualization needs.
3. Motivational conflicts can arise from approach-approach, avoidance-avoidance, or approach-avoidance situations. Marketers aim to resolve these conflicts.
This document summarizes the consumer decision-making process and key factors that influence it. It outlines the 5 stages of the consumer decision process: need recognition, information search, alternative evaluation, purchase and consumption, and post-purchase evaluation. It then describes 4 main factors that shape consumer decisions: psychological factors like motives and attitudes, social factors such as family influence, and situational and marketing mix factors. Finally, it provides more details on specific psychological and social influences.
The document discusses consumer motivation and goal-setting. It explains that needs produce motivation, and consumers seek to fulfill needs and reduce tension. Marketers do not create needs but can make consumers aware of existing needs. The document also discusses how consumers set generic and product-specific goals to fulfill needs, and how personal experiences, abilities, social norms, and environment influence goal selection. It contrasts rational versus emotional goal selection and discusses different types of motivations like physiological, emotional, cognitive, and environmental arousal.
The document provides an overview of key concepts related to consumer buying behaviour including:
1. Consumer behaviour involves the processes of acquiring, using, and disposing of goods and services, and can be influenced by cultural, social, personal and psychological factors.
2. Studying consumer behaviour helps organizations understand customers to better achieve their objectives and influence economic and social conditions.
3. Consumer decision making can range from routine to extensive processes depending on the product, and can be impacted by circumstances.
4. Understanding consumer habits, motives, decision processes and influences is important for marketers to maximize sales and profits.
How do modern consumers decide what they want to share, like, or purchase? Having a basic understanding of behavioral psychology can help you understand and better engage your consumers.
The document describes various questions asked in a consumer behavior questionnaire, including asking consumers about their demographics, typical supermarket purchases including pasta products, eating habits, selecting an avatar, rating how close they feel to certain products on a scale, and questions about their relationship to and perceptions of discussing different products. The questionnaire aims to gather demographic and purchase behavior information as well as gauge consumers' attitudes towards specific products.
Consumer decision making involves a process where consumers identify their needs, gather information about alternatives, evaluate options, and make a purchase decision. This process is influenced by psychological, economic, and environmental factors. There are three main types of consumer buying decisions - routine response behavior for everyday low-involvement purchases, limited decision making for moderate-involvement purchases, and extensive decision making for high-involvement purchases. A consumer's decision making process typically involves need recognition, information search, and leads to a purchase and post-purchase evaluation.
Professional ethics refers to the personal code of conduct expected in a workplace based on organizational and industry standards, tracing back to ancient Greece and Rome. Decision-making involves problem recognition, information search, alternative definition, and selecting an action consistent with preferences. Theories suggest rational individuals should behave under risk and uncertainty. Choice represents sacrifices as we give up other options; our emotions, costs, and biases like loss aversion unconsciously influence decisions through memories, intuition, and aversion to losing what we have. Understanding decision-making theories may encourage better choices.
This document discusses how behavioral economics can be used to understand and influence health behaviors. It explains that most health choices are influenced by emotions, social factors, and immediate rewards rather than logic and willpower alone. Environmental changes and targeting social leaders are more effective than knowledge or motivation at driving behavior change. Health outcomes are strongly linked to education, income, lifestyle, and genetics rather than medical care alone. Investing in healthy behaviors through education and social programs can significantly improve population health.
This document provides an overview of behavioural economics. It begins by explaining that behavioural economics has emerged from psychological studies exploring biases in decision-making. It then contrasts the assumptions of classic economics, which considers consumers to be entirely rational, with the findings of behavioural economics and psychology, which recognize that consumers are emotional and can be persuaded in irrational ways. The document goes on to provide examples of behavioral economic concepts in action from various companies. It also describes the two thinking systems - system 1 being fast, emotional thinking and system 2 being slow, logical thinking. Finally, it outlines and explains a number of key behavioral economic principles that influence human decision-making.
This document discusses consumer behavior and how marketers influence consumers. It provides examples of how consumers selectively pay attention to, remember, and interpret information in ways that confirm their existing beliefs. It also gives examples of how the presentation or "framing" of choices, like food portion labels or drink sizes, can influence consumer decisions and perceptions without changing the actual options. The document warns that consumers should be skeptical of product claims that have not been scientifically proven or validated by organizations like the FDA.
Shiny New Toys (and why humans like them so much)Craig Thomler
Key note presentation by Craig Thomler to RightClick 2012.
Discusses why humans are attracted to shiny new things, how humans make decisions and how to ensure that digital strategies are developed rationally, not emotionally.
customer attitude and demand pattern of midas treadsKannan T S
This document discusses customer attitudes and demand patterns. It begins by introducing the topic and objectives of studying customer attitudes towards Midas Treads, a manufacturer of pre-cured tread rubber. It then defines consumer attitudes as consisting of beliefs about a product, feelings towards it, and behavioral intentions. Customer attitudes are influenced by groups and society. The document discusses how analyzing customer relationship management databases can provide insights into customer behavior, segmentation, and developing targeted marketing strategies. It outlines the components of consumer attitudes - beliefs, affect, and behavioral intentions - and strategies for changing attitudes, such as changing affect, behavior, or beliefs.
This document discusses the psychology of choice and decision making. It addresses questions around whether the desire for choice is innate or culturally created, how culture and identity influence our choices, and the different systems of decision making like automatic vs reflective systems. The document also explores how product marketing through advertising, branding, and trends can influence what we choose. It notes that while abundance of choices is seen positively, it can also lead to decision fatigue and lower satisfaction with choices. Overall, the document examines the factors that shape our choices and decisions from psychological and cultural perspectives.
Motivation is the driving force within individuals that impels them to action.
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs
172Source Phil DateShutterstock.A s Basil scans the .docxfelicidaddinwoodie
172
Source: Phil Date/Shutterstock.
A s Basil scans the menu at the trendy health-food restaurant Paula has dragged him to, he reflects on what a man will give up for love. Now that Paula has
become a die-hard vegan, she’s slowly but surely working on him
to forsake those juicy steaks and burgers for healthier fare. He
can’t even hide from tofu and other delights at school; the din-
ing facility in his dorm just started to offer “veggie” alternatives
to its usual assortment of greasy “mystery meats” and other
delicacies he loves.
Paula is totally into it; she claims that eating this way not
only cuts out unwanted fat but also is good for the environment.
Just his luck to fall head-over-heels for a “tree-hugger.” As Basil
gamely tries to decide between the stuffed artichokes with red
pepper vinaigrette and the grilled marinated zucchini, fantasies
of a sizzling 14-ounce T-bone dance before his eyes.
The Motivation Process:
Why Ask Why?
Paula certainly is not alone in her belief that eating green is good
for the body, the soul, and the planet. According to a 2014 Harris
Interactive study, approximately 5 percent of U.S. Americans are
vegetarian (close to 16 million people) and about half of these vegetarians are vegan.
Indeed the number of vegans in the United States has doubled since 2009.
Vegetarianism refers only to a diet that excludes meat (some animal products that do not
involve the death of an animal, such as milk, cheese, and butter, may be included). Veganism,
in contrast, links to a set of ethical beliefs about use of and cruelty to animals. In addition
5-1 Products can satisfy a range of consumer needs.
5-2 Consumers experience different kinds of motivational
conflicts that can impact their purchase decisions.
5-3 Consumers experience a range of affective responses to
products and marketing messages.
5-4 The way we evaluate and choose a product depends on
our degree of involvement with the product, the marketing
message, or the purchase situation.
When you finish reading this chapter you will understand why:
Ch
ap
te
r
Ob
je
ct
iv
es
Chapter 5 ● Motivation and Affect
ObjecTive 5-1
Products can satisfy a
range of consumer needs.
chAPTer 5 Motivation and Affect 173
to objecting to hunting or fishing, adherents protest cruel animal training; object to the
degrading use of animals in circuses, zoos, rodeos, and races; and also oppose the testing of
drugs and cosmetics on animals.1
The forces that drive people to buy and use products are generally straightforward—
for example, when a person chooses what to have for lunch. As hard-core vegans dem-
onstrate, however, even the basic food products we consume also relate to wide-ranging
beliefs regarding what we think is appropriate or desirable. In some cases, these emotional
responses create a deep commitment to the product. Sometimes people are not even fully
aware of the forces that drive them toward some pr ...
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
How to Manage Reception Report in Odoo 17Celine George
A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
How to Setup Default Value for a Field in Odoo 17Celine George
In Odoo, we can set a default value for a field during the creation of a record for a model. We have many methods in odoo for setting a default value to the field.
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
Gender and Mental Health - Counselling and Family Therapy Applications and In...PsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
A Visual Guide to 1 Samuel | A Tale of Two HeartsSteve Thomason
These slides walk through the story of 1 Samuel. Samuel is the last judge of Israel. The people reject God and want a king. Saul is anointed as the first king, but he is not a good king. David, the shepherd boy is anointed and Saul is envious of him. David shows honor while Saul continues to self destruct.
A Free 200-Page eBook ~ Brain and Mind Exercise.pptxOH TEIK BIN
(A Free eBook comprising 3 Sets of Presentation of a selection of Puzzles, Brain Teasers and Thinking Problems to exercise both the mind and the Right and Left Brain. To help keep the mind and brain fit and healthy. Good for both the young and old alike.
Answers are given for all the puzzles and problems.)
With Metta,
Bro. Oh Teik Bin 🙏🤓🤔🥰
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...EduSkills OECD
Andreas Schleicher, Director of Education and Skills at the OECD presents at the launch of PISA 2022 Volume III - Creative Minds, Creative Schools on 18 June 2024.
5. Choice Overload
• A cognitive process in which people have a
difficult time making a decision when faced with
many options.
• Too many choices might cause people to delay
making decisions or avoid making them
altogether.
• For example, a famous study found that
consumers were 10 times more likely to purchase
jam on display when the number of jams
available was reduced from 24 to 6.
• Less choice, more sales. More choice, fewer sales.
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8. Cognitive Dissonance
• A mental discomfort that occurs when
people’s beliefs do not match up with their
behaviors.
• For example, when people smoke (behavior)
and they know that smoking causes cancer
(cognition).
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10.
11. Decision Fatigue
• A lower quality of decisions made after a long session
of decision making.
• Repetitive decision-making tasks drain people’s mental
resources, therefore they tend to take the easiest
choice – keeping the status quo.
• For example, researchers studied parole decisions
made by experienced judges and revealed that the
chances of a prisoner being granted parole depended
on the time of the day that judges heard the case.
65% of cases were granted parole in the morning and
fell dramatically (sometimes to zero) within each
decision session over the next few hours. The rate
returned back to 65% after a lunch break and fell again.
12. Decoy Effect
• People will tend to have a specific change in
preferences between two options when also presented
a third option that is asymmetrically dominated.
• In simple words, when there are only two options,
people will tend to make decisions according to their
personal preferences. But when they are offered
another strategical decoy option, they will be more
likely to choose the more expensive of the two original
options.
• For example, when consumers were offered a small
bucket of popcorn for $3 or a large one for $7, most of
them chose to buy the small bucket, due to their
personal needs at that time.
But when another decoy option was added – a medium
bucket for $6.5, most consumers chose the large
bucket.
13. Ego Depletion
• People have a limited supply of willpower, and
it decreases with overuse. Willpower draws
down mental energy – it’s a muscle that can
be exercised to exhaustion.
• For example, a research showed that people
who initially resisted the temptation of
chocolates were subsequently less able to
persist on a difficult and frustrating puzzle
task. Additionally, when people gave a speech
that included beliefs contrary to their own,
they were also less able to persist on the
difficult puzzle.
14. Elimination-By-Aspects
• A decision-making technique. When people
face with multiple options, they first identify a
single feature that is most important to them.
When an item fails to meet the criteria they
have established, they cross the item off their
list of options. Different features are applied
until a single ‘best’ option is left.
• For example, a consumer may first compare
cars on the basis of safety, then gas mileage,
price, style, etc, until only one option remains.
15. Endowment Effect
• Once people own something (or have a feeling of
ownership) they irrationally overvalue it, regarding of
its objective value.
• People feel the pain of loss twice as strongly as they
feel pleasure at an equal gain, and they fall in love with
what they already have and prepare to pay more to
retain it.
• For example, scientists randomly divided participants
into buyers and sellers and gave the sellers coffee mugs
as gifts. Then they asked the sellers for how much they
would sell the mug and asked the buyers for how much
they would buy it.
• Results showed that the sellers placed a significantly
higher value on the mugs than the buyers did.
16. Fear of Missing Out (FOMO)
• An anxious feeling that can happen when you
fear that other people might be having
rewarding experiences that you’re missing.
• Many people have been preoccupied with the
idea that someone, somewhere, is having a
better time, making more money, and leading
a more exciting life.
• According to science, FOMO is associated with
lower mood, lower life satisfaction, and an
increasing need to check social media.
17. Hedonic Adaptation
• People quickly return to their original level of
happiness, despite major positive or negative
events or life changes.
• When good things happen, we feel positive
emotions but they don’t usually last. The
excitement of purchasing a new car or getting
a promotion at work is temporary.
• One study showed that despite initial
euphoria, lottery winners were no happier
than non-winners eighteen months later.
18.
19. IKEA Effect
• A cognitive bias in which people place a
disproportionately high value on products
they partially created.
• For example, in one study, participants who
built a simple IKEA storage box themselves
were willing to pay much more for the box
than a group of participants who merely
inspected a fully built box.
20.
21. Licensing Effect
• When people allow themselves to indulge
after doing something positive first.
• Drinking a diet coke with a cheeseburger can
lead one to subconsciously discount the
negative attributes of the meal’s high caloric
and cholesterol content.
• Going to the gym can lead us to ride the
elevator to the second floor.
• A study showed that people who took
multivitamin pills were more prone to
subsequently engage in unhealthy activities.
22. Loss Aversion
• People’s tendency to prefer avoiding losses to acquiring
equivalent gains. It’s better not to lose $5 than to find
$5.
• The pain of losing is psychologically about twice as
powerful as the pleasure of gaining.
• For example, scientists randomly divided participants
into buyers and sellers and gave the sellers coffee mugs
as a gift. They then asked the sellers for how much
they would sell the mug and asked the buyers for how
much they would buy it.
• Results showed that the sellers placed a significantly
higher value on the mugs than the buyers did. Loss
aversion was the cause of that contradiction.
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26. Overjustification Effect
• The loss of motivation and interest as a result of
receiving an excessive external reward (such as
money and prizes).
• When being rewarded for doing something
actually diminishes intrinsic motivation to
perform that action.
• For example, researchers gave children reward
for doing activities they already enjoyed, like
solving puzzles. Then, the children were given an
opportunity to engage in these same activities on
their own, when no rewards would be
forthcoming. The results: children engaged in
these activities less often than they did before.
27.
28. Pain of paying
• Some purchases are more painful than others, and people try to
avoid those types of purchases. Even if the actual cost is the same,
there is a difference in the pain of paying depending of the mode of
payment.
• Purchases are not just affected by the price, utility and opportunity
cost, but by the pain of paying attached to the transactions.
Studies show that people feel the pain of paying the most when they:
• Paying in cash (as opposed to credit card).
• Paying a separate fee/commission (as opposed to fee included in
the total purchase price).
• Paying as they consume (as opposed to one-time payment).
• Paying frequently (as opposed to prepaid).
• Paying on their own (as opposed to receiving a gift from their
partners).
29. Partitioning
• When the rate of consumption decreased by
physically partitioning resources into smaller
units.
• For example, cookies wrapped individually, a
household budget divided into categories (e.g.
rent, food, utilities, transportation etc.).
• When a resource is divided into smaller units,
consumers encounter additional decision
points – a psychological hurdle encouraging
them to stop and think.
30. Peak-End Rule
• People judge an experience largely based on how they felt at its
peak (the most intense point) and its end, rather than on the total
sum or average of every moment of the experience.
• The effect occurs regardless of whether the experience is pleasant
or unpleasant and how long the experience lasted.
• In a research, participants engaged with two experiences: short and
long trial.
In the short trial, they soaked their hands in water at 14 C for 60s.
In the long trial, the same participants soaked their hands in water
at 14 C for 60s and kept their hands under the water for extra 30s at
15 C.
When the researchers asked the participants to choose which trial
to repeat, the majority chose the long trial.
• Similarly, a study showed that in uncomfortable colonoscopy
procedures, patients evaluated the discomfort of the experience
based on the pain at the worst peak and the final ending moments.
This occurred regardless of the procedure length or the pain
intensity.
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32. Projection Bias
• The tendency of people to overestimate the degree to
which other people agree with them. People tend to
assume that others think, feel, believe, and behave
much like they do.
• This bias also influences people’s assumptions of their
future selves. They tend to believe that they will think,
feel, and act the same in the future as they do now.
• For this reason, we sometimes make decisions that
satisfy current desires, instead of pursuing things that
will serve our long-term goals.
• For example, if people go to the supermarket when
they are hungry – they tend to buy things they don’t
normally eat and spend more money as a result. This
happens because at the time of shopping they
unconsciously anticipate that their future hunger will
be great as it is now.