Motivation

Motivation

NeedInitiating motivational status, basic Výchozí motivační stav a tedy základní factor of the motivation

Need = deficit on the physiological (need to eat, rest, drink), social – need of belonging, esteem)

• Biogenous needs (biologocal and physiological – thirst, hunger, sex) – help us to survive, reproduce, remain healthy.

• Sociogenous (psycho-social) – need to associate, need of love, etc. – ensure adaption to social conditions, react to deficits in the level of social being

A need becomes a motive in a moment it is so strong that it leads us to change the behaviour. Motive – focus on certain type of satisfaction, psychological and psycholovyjadřuje zaměření na určitý druh uspokojení a psychologický explanation of our behaviour (motive of eating is to feed os). Motives – personal reasons of certain behavious, inducements-reasons of our reactions, activities of a person with the aim to satisfy certain needs..

Motivace

Structure of motives – permanents disposition of a person to behave under certain situation in a person – specific way

Motivation - developed throughout the whole life, connected with the development of personality

Motivace

Substitution of motives

Characteristic for human behaviour• Overeating – motive is not feeding, but elimination of stress

and anxiety• Frequent sex – too strong sexual urge x inferiority complex

Motivation

Behaviour• How people behave (aggressively, friendly)• Why they behave the way they behave – what is the goal

Motivation – psychological reason of our behaviour

Three elements of motive: • Focus (to reach some goal)• Intensity (how much energy we invest into the satisfaction

of our need) • Duration ( to reach the goal, to be motivated by st. else) -

soldier, food

Motivace

Is any behaviour motivated

Freud – parapractise - unconscious, Maslow – not motivated (growths, maturity)Unmotivated – behaviour where a man is not aware of motivesUnconscious is not unmotivated!

3 types of behaviour (Krech, Crutchfield – 1958) • Targetted adaptive behaviour (focus – to satisfy the needs –

solve problems, look for ways and means – conscious)• Habitual (routine systém of reactions, acquired by learning,

automated, requires minimum of attention)• Expressive (how we behave, move, laugh…… usually not

motivated, it just shows how we feel inside , but can be motivated (consciously we want to show our inner state – we laugh)

Motivace

Unconscious motivation

We tend to explain our behaviour by external circumstances and they think they know well why they did what they did…. They are sure they know their motive- reasons.

However – „the real“ motive might be hidden, result from some suppressed experience that was unacceptable for us. Now it comes back as an irrational impulse in a concealed way (not toevoke unpleasant feelings).

Example: girl with unexplainable resistance to a certain type of men. Childhood – trauma, her cousin tried to rape her, she hates the men that resemble her cousin. Mother buying extensive amount of toys for her kids – effort to compensate her feeling of guilt because she does not have enough time….

Motivace

Unconscious motivate

Purchasing – why I bought exactly this?

Study of Richard E. Nisbett a Timothy D. Wilson (1977)

Decisions we made have little in common with our personal preferences. In many cases we do not really know why we did what we have done.

Motivace

Nisbett and Wilson: people have – in the best case – only a limited access to their mental processes.

The fact that people think one thing but behave in a different way has been known for a long time and has been proven several times (congnitive dissonance).

Basis for Nisbett and Wilson: a large amount of researches where tested people changes / often substantiall/ their behaviour – observed fact, howevee claimed that their behaviour or attitude did not change at all.

Motivation

I saw it in TV – the effect of advertising

Does advertising has an influence on you?

How come that the advertisements are used and products sold?

We do not like to admit that we are influenced by something but the truth is that to some extent we all are influenced by advertising.

Invisible influence of advertising – repetition (yoghurt…- quality, price…

Motivation

Hidden desires/needs/motives – use in marketing

Feeling sure, feeling home – fridge full of food

Ouw value – I own nice things and thus I strenthen the positive assessment of myself

Meeting the demands of ega – luxury carThe feeling of power – strong engine of my carImmortality – life insurance …

Cigarettes, cosmetics….

Motivation

Other factors influencing our behaviour• Inner motivation• Subjective estimate of the probability I will achieve the goal• Value of the goal• Expected impact of my behaviour

Example: you want to attract new partnerStrong motivation (need for belonging)• But low probability of success (partner has already

a partner)• Low value (partner not sufficiently attractive)• Negative consequences (danger of infidelity disclosure)

Impact of intensity – the higher is intensity (our urge), the lower is the level of importance of our factors (we do not assess the consequences adequatelly)

Motivation

Motivational systems

Primary – unconditioned reflexes, instincts – inborn form of motivation. Reflexes are preformed ways we behave that ensure purposefull adaption to life situations and express basic biological functions of an organism - Four F (food, fight, flight and fuck)

Secondary – learnt dispositions, systém of habits (how to behave in a way that brings rewards and help us to eliminate punishment)

Volitional behaviour – highest level of motivation, aprt from external influence our behaviour is controlled by our volition/will. Such behaviour is active and purposefull, it is based on conscious effort to reach the goal and suppresses the instincts and socially unacceptable impulses, selects technically and ethically appropriate means to reach the goal)

Motivation

Motivational systems

Instinct to eatOne of the strongest, may gwon in so called „alimentation libido“ – food is becoming a pleasure. Reason: other our needs are not satisfied and we substitute it by food.

Self-preservation instinct Linked to the need to survive, prevent pain. This instinct is used/activated for ex. by safety lines - trying to persuade the self-murdered to change his/her mind.

Primary – unconditioned reflexes, instincts Inborn

Phylogenesis – the urge is the oldest motivational function Ontogenesis – the earliest motivational function S. Freud

Motivation

Motivational systems

Instinct of aggresivityAgrresivity - possible connection with the strategy to reach the goal. In case of come people this instinct is suppressed and replaced by any other strategy, but may reapper in case the original strategy failed.

Sexual instinct Erotic – pleasure, sexual - reproduction.

Progeny careExpressed by care and emotional relations with kids. It relates to our need to impact the future by our offsprings. Some people – selfactualization.

Motivation

• Content focused theory (what induces certain behaviour) – for. ex. Maslow hierarchy of needs

• Process focused theories (explain how the behaviour is induced, controled, maintained etc.)

Teories of motivation

Motivation

What we need most?

Do we go up one level after another???

Defi

cit n

eeds

Growth need

Motivation

External and internal motivation

Inner motivation - internal factors (we start the activity we enjoy)

External motivation – externa factors (motivation by money, esteem)

Reward related motivation

Why do you work?

• Money• Other economic positive factors

(vacation, benefits, cars)• Non finantial benefits (big office,

esteem, personal and career development)

Motivation

Positive motivation – reward for better performance:

• Economic interest factors• Moral esteem factor• Self-actualization

Negative motivation- factors of power:

• Existence factor• Fear factor

Motivation

Motivation in marketing

Goods of everyday need – food, drinks, soap, shampoo – purchases are mostly made because we need it

In majority of of other purchases we buy because we desire to have it – clothing, electronic devices, cars…. When we want something we do not need, we think about it more than in case of need based purchase.

Emotions – very strong motivational factors, very often used in marketing

Motivation

First phase of purchasing- emotions and desire

- Impact of financial situation

Emotion creates a desire to buy the product.

2nd phase: logic prevails, emotion phase out

Motivation

Potential customer:_ necessity to justify he/she needs the product – looks for logical arguments to support his decision to buy (quality, technical parameters, price, quarantee, service…)

This is the phase marketing has to be prepared to deal with and supply enough information to clients to show it is the right shing to buy a product.

Motivation

Cognitive dissonance

Excessive mental stress and discomfort experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time. This stress and discomfort may also arise within an individual who holds a belief and performs a contradictory action or reaction.For example, an individual is likely to experience dissonance if he or she is addicted to smoking cigarettes and continues to smoke despite believing it is unhealthy.

Leon Festinger: theory of cognitive dissonance Focus on how humans strive for internal consistency. When inconsistency (dissonance) is experienced, individuals largely become psychologically distressed.

Motivation

Cognitive dissonance

• The existence of dissonance, being psychologically uncomfortable, will motivate the person to try to reduce the dissonance and achieve consonance

• When dissonance is present, in addition to trying to reduce it, the person will actively avoid situations and information which would likely increase the dissonance

Motivation

Cognitive dissonance and marketing

Motivation

How to support motivation – other motivational factors

Desire based purchasing requires decision-making. Decision-making process can be influenced by the following factors.

Motivation

EmotionsIn psychology and philosophy, emotion is a subjective, conscious experience characterized primarily by psychophysiological expressions, biological reactions, and mental states.

Emotion is often associated and considered reciprocally influential with mood, temperament, personality, disposition, and motivation. It also is influenced by hormones and neurotransmitters.

Emotion is often the driving force behind motivation, positive or negative.

An alternative definition of emotion is a "positive or negative experience that is associated with a particular pattern of physiological activity."

Motivation

Cognitive appraisal: provides an evaluation of events and objectsBodily symptoms: the physiological component of emotional experienceAction tendencies: a motivational component for the preparation and direction of motor responses.Expression: facial and vocal expression almost always accompanies an emotional state to communicate reaction and intention of actionsFeelings: the subjective experience of emotional state once it has occurred

Sequence of events during an emotional episode

Motivation

Cognitive appraisal: provides an evaluation of events and objectsBodily symptoms: the physiological component of emotional experienceAction tendencies: a motivational component for the preparation and direction of motor responses.Expression: facial and vocal expression almost always accompanies an emotional state to communicate reaction and intention of actionsFeelings: the subjective experience of emotional state once it has occurred

Sequence of events during an emotional episode

http://www.m-journal.cz/cs/aktuality/emoce-jako-nejsilnejsim-aspekt-reklamy__s288x9958.html

http://upload.wikimedia.org/wikipedia/commons/8/84/Emotions.gif

Motivation

Fear

What happens if you do not buy our products!!! Time limited offer!!!

http://www.youtube.com/watch?v=8dmqekj7smk

Motivation

Joy – humor

https://www.youtube.com/watch?v=gmOTpIVxji8

Motivation

1. Assessment of other people

• Company web page• E-shop • Reviews/critiques in magazines • Assessment of a previous customer

Motivation

Motivation

2. Recommendation by friends

Recommendation by friends – increasingly powerful, very often social media are used to spread „word of mouth“

Motivation

3. Big name

Book on psychology - Unknown author vs. Wellknown author (Dale Carnegie).- Which one are you going to buy?

- Usually customers prefer to buy from authorities, big name.

Motivation

4. Reciprocity

Reciprocity – developed in us from early childhood (sweets) –Invitation to birthday party…

Marketing: give- give

Not only material gifts but also help (advisory, tips, recommendations, information) Which web page is successfull?Customer will feel bound to give something back…

Ham purchase

Motivace

6. Simplicity

Focus on simple purchasing process –

- Credit card data - Too many clicks - Necessity to go somewhere…

The selection, purchase and the whole process has to be as simple as possible!

Motivace

7 Purchasing fever

Sale by the cash desk – add on sales, complementary sales (belts, screw drivers, flash disk…)

Motivation

1929 - Edward Bernays and Lucky Strikes cigarettes

Research: green colour Torch of freedom - women – rebels against the norms of society ruled by man

Motivation

Theory of motivation to work

Expectance theory (V. H. Vroom, 1964) – normative model of decision making

Man controls its effort based on the answers to following questions: • What is the probability I will meet the goal/do the work? • What is the probability that I will be rewarded for that? • Is the expected value of the reward for achieved result satisfactory fo me?

Valid mainly for rational and objectively thinking people.

 

Motivace

Motivation to work

Reinforcement theory (Watson, Skinner)

The relation between the required behaviour and result is controlled by the reward.

By rewarding the positive behaviour we strongly reduce the undesirable forms of behaviour.

Types of rewards: remuneration, bonus, praise, dinner with boss

Ideal reward – reinforces the behaviour permanently

• The reward should come as soon as possible after the behaviour• Amount of reward depends on achieved results (the better I perform, the more I

get).

When I know that I may bet reward for certain performance and my experience that I have already got such reward motivates me to repeate the rewarded behaviour.

Motivace

Alderfer – theory of motivational needs

Human needs levels (from concrete to abstract) : • Existencial (remuneration, employement)• Relations (friendship, esteem, common goal)• Growth (self actualization – education, career)

If any of these needs is not met – frustration and decrease in effort

Motivation

Equity theory (J. Stacey Adams) - Justice theory

is a theory that attempts to explain relational satisfaction in terms of perceptions of fair/unfair distributions of resources within interpersonal relationships.

First developed in 1963 by John Stacey Adams, a workplace and behavioral psychologist, who asserted that employees seek to maintain equity between the inputs that they bring to a job and the outcomes that they receive from it against the perceived inputs and outcomes of others. The belief is that people value fair treatment which causes them to be motivated to keep the fairness maintained within the relationships of their co-workers and the organization. The structure of equity in the workplace is based on the ratio of inputs to outcomes. Inputs are the contributions made by the employee for the organization.

Motivation

Fair distribution motivates people to work more and better, vice versa.

Questions asked:

• Swhat inputs enabled me to reach that results and how much did I get for it?

• What did my colleagues get fot their inputs and results? • Is it fair from my point of view?

Inputs: time, personnal qualities, age, experience

Výstupy: money, promotion, good working conditions, appraisal.,..

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