Lecture for Virtu Design Institute subject VDIS10047 fashion Marketing - Motivation Intrinsic and Extrinsic presentation

1. MOTIVATION
Intrinsic and Extrinsic Influences
A lecture for VDIS10047 Fashion Marketing by Ron Newman

2. In understanding the work of a designer we need to
accept that the designer is playing to an audience; the
market, on behalf of a client the provider of a service or a
product.
In the design process the designer needs to have an
understanding of what MOTIVATES the end user so that
the end design conveys the message – hits the spot..!

3. Motivation is a psychological condition that arouses an
individual to act towards a desired goal and elicits,
controls, and sustains certain goal directed behaviours. It
can be considered a driving force; a psychological drive
that compels or reinforces an action toward a desired
goal. For example, hunger is a motivation that elicits a
desire to eat. Motivation has been shown to have roots in
physiological, behavioural, cognitive, and social areas.

4. Motivation can be a basic impulse to optimize well-being,
minimize physical pain and/or maximizing pleasure. It can
also originate from specific physical needs such as eating,
sleeping and resting. Motivation is an inner drive to behave
or act in a certain manner. It's the difference between
waking up before dawn to pound the pavement or lazing
around the house all day. These inner conditions such as
wishes, desires, goals, activate to move in a particular
direction in behaviour.

5. A class of theories about why people do things seeks to
reduce the number of factors down to one and explain all
behaviour through that one factor. For example marketing
has been criticized for using self-interest as a mono-
motivational theory. Mono-motivational theories are often
criticized for being too reductive or too abstract. There
are
many
theories
about
mo0va0on
such
as
Machiavellianism
but
in
this
lecture
we
will
talk
mainly
about
Intrinsic
(internal)
and
Extrinsic
(external)
influences

6. Intrinsic motivation
Intrinsic motivation refers to motivation that is driven by an
interest or enjoyment in the task itself, and exists within the
individual rather than relying on external pressures or a
desire for reward. Intrinsic motivation has been studied
since the early 1970s. As an example students who are
intrinsically motivated are more likely to engage in the task
willingly and work to improve their skills, which will
increase their capabilities.

7. Intrinsic motivation
Students are likely to be intrinsically motivated if they:
attribute their educational results to factors under their
own control, also known as autonomy believe they have
the skills to be effective agents in reaching their desired
goals, also known as self-efficacy beliefs are interested
in mastering a topic, not just in achieving good grades.

8. Extrinsic motivation
Extrinsic motivation refers to the performance of an
activity in order to attain an outcome, whether or not that
activity is also intrinsically motivated. Extrinsic motivation
comes from outside of the individual. Common extrinsic
motivations are rewards (for example money or grades)
for showing the desired behaviour, and the threat of
punishment following misbehaviour.

9. Extrinsic motivation
Marketing and promotions are extrinsic motivators
modifying internally driven behaviours. Competition is
also an extrinsic motivator because it encourages the
performer to win and to beat others, not simply to enjoy
the intrinsic rewards of the activity. A cheering crowd and
the desire to win a trophy are also extrinsic incentives.

10. Push and pull
This model is best explained by discussing motivation
within the marketing of tourism. Push factors determine the
desire to go on holiday, whereas pull factors determine the
choice of destination. Push motives are connected with
internal forces, for example the need for relaxation or
escapism, while pull factors are the external factors, such
as landscape, cultural image or climate of a destination,
that induces the traveller to visit a certain location.

11. Push and pull
Push factors can be stimulated by external and situational
aspects of motivation in the shape of marketing focussed
on pull factors. Then again pull factors are issues that can
arise from a location itself and therefore ‘push’ an
individual to choose to experience it. A large number of
theories have been developed over the years however
there is no single theory that illustrates all motivational
aspects of marketing to motivate people to travel.

12. Push and pull
Many researchers have highlighted that because several
motives may occur at the same time it should not be
assumed that only one motive drives an individual to
perform an action at a particular time, and therefore
marketing and promotional material can supplement
existing motivation or inherent motivation or provide more
than one aspect of ‘pull’.

13. Incentive theory
A reward, tangible or intangible, can be used with the
intention of motivating for the behaviour to occur. Studies
show that if the person receives the reward immediately,
the effect is greater, and decreases as delay lengthens.
And so we can see that motivation comes from two
sources: oneself, and other people. The two sources are
intrinsic motivation and extrinsic motivation, respectively.

14. Reinforcers
Reinforcement principles of behaviour differ from the
hypothetical construct of reward. A reinforcer is any
stimulus change following a motivated response that
increases the future frequency or magnitude of that
response, therefore the cognitive approach reinforced by
effective marketing material is a way forward as in 1973
Maslow described it as being the golden pineapple.

15. Reinforcers
Positive reinforcement is demonstrated by an increase in
the future frequency or magnitude of a response due to in
the past being followed contingently by a reinforcing
stimulus such a marketing and promotion. Negative
reinforcement involves a stimulus change consisting of the
removal of an aversive stimulus following a response; in
other word marketing arguing against a ‘negative’.

16. Reinforcers
And finally positive reinforcement involves a stimulus
change consisting of the presentation or magnification of
a positive stimulus following a response which of course
can be through Marketing and promotional material.
From this perspective, motivation is mediated by
environmental events, and the concept of distinguishing
between intrinsic and extrinsic forces is irrelevant.

17. Maslow's Hierarchy of Needs
As we learnt in the previous lecture content theory of
human motivation includes both Abraham Maslow's
hierarchy of needs and Herzberg's two-factor theory.
Maslow's theory is one of the most widely discussed
theories of motivation. American motivation psychologist
Maslow developed the hierarchy of needs consisting of five
hierarchic classes. Maslow said people are motivated by
unsatisfied needs.

18. Maslow's Hierarchy of Needs
The needs, listed from basic (lowest-earliest) to most
complex (highest-latest) are as follows:
Physiology (hunger, thirst, sleep, etc.)
Safety/Security/Shelter/Health
Belongingness/Love/Friendship
Self-esteem/Recognition/Achievement
Self actualization

19. Maslow's Hierarchy of Needs
Basic requirements build upon the first step in the pyramid:
physiology. If there are deficits on this level, all behaviour
will be oriented to satisfy them. If you have not slept or
eaten adequately, you won't be interested in your self-
esteem desires. Then the second level, awakens a need
for security. Motives then shift to the social sphere,
Psychological requirements are the fourth level, while the
top of the hierarchy is self-realization & self-actualization.

20. Intrinsic motivation and the 16 basic desires theory
In contrast to Maslow and starting from studies involving
more than 6,000 people, Professor Steven Reiss has
proposed a theory that found that there are 16 basic
desires that guide nearly all human behaviour [25][26] and
that motivate our actions and define our personalities:
Acceptance, the need for approval
Curiosity, the need to learn
25
“New
Theory
of
Mo0va0on
Lists
16
Basic
Desires
that
Guide
Us
.
Research
News
Ohio
State
2000-­‐06-­‐28.
Retrieved
2012-­‐06-­‐02
26
Reiss,
Steven
(March
5,
2002).
Who
am
I?
The
16
Basic
Desires
that
Mo8vate
Our
Ac8ons
and
Define
Our
Personali8es.
Berkley
Trade.
ISBN
978-­‐0425183403.

21. Intrinsic motivation and the 16 basic desires theory
Eating, the need for food
Family, the need to raise children
Honor, the need to be loyal to the traditional values of
one's clan/ethnic group
Idealism, the need for social justice
Independence, the need for individuality
Order, the need for organized, stable, predictable
environments

22. Intrinsic motivation and the 16 basic desires theory
Physical activity, the need for exercise
Power, the need for influence of will
Romance, the need for sex and for beauty
Saving, the need to collect
Social contact, the need for friends (peer relationships)
Social status, the need for social standing/importance
Tranquility, the need to be safe
Vengeance, the need to strike back and to compete

23. Dr Alberto Alessi is the proprietor of the well known the
Italian Design Factory ALESSI, a company that markets
designed products worldwide, a company that takes the
traditions and values of hand made objects and translates
them, via management of the design process into mass
production for the international mass market. Alberto Alessi
said: “I had some convictions, some philosophical
thoughts, on the role of objects in our actual society, the
consumer society.”!

24. Alessi went on to say “We live in a society where all
relevant material needs are fulfilled by the production of
objects, but the big mass production industry didn't seem
to have understood this. I believe, that in most cases,
mass production industry goes on working simply to satisfy
people's needs, instead of paying more attention to their
wishes, to their desires."
!

25. In this lecture you have seen images portraying
promotions from various Olympic games as they are a
good example of how graphic design can work towards
motivating people to involve themselves in those events.
The two images above are (left) Luck Hasegawa practicing
his marshal arts in ‘free air’ on Sydney harbour, Australia
and the second photo (right) is a group of ski instructors on
a ridge in Serfaus-Fiss-Ladis in the Tyrol, Austria

26. The Colours of Benetton marketing campaign has, over
time used photographic images to illicit emotional
responses in the consumer, response that have then been
shown to lead to retail sales of products.

27. MOTIVATION
Intrinsic and Extrinsic Influences
A lecture for VDIS10047 Fashion Marketing by Ron Newman