"motivation And Affect" - Chapter Four

Front 1

Motivation

Back 1

Driving force that impels people to take action or choose a certain response based off of intensity and frequency.

Hedonic triggers and emotional response/fantasy.

Front 2

*Instinct Theory - Self preservation

Back 2

All members of a species are programmed for the same motivations.

Unlearned

Uniform in expression

Universal in species

Problems:

1. No list of instincts

2. Instinct is inferred from behavior

Front 3

Sociobiology - Fitness

Back 3

Fittest individual is the one that passes on the most amount of genes to the next generation. Explains motives such as competition, aggression, sexual activity, and dominance.

Front 4

*Drive Theory - Push

Back 4

Drive creates tension that motivates an organism to engage in activities that will remove the tension and help maintain homeostasis.

Problems:

1. Doesn't explain all human motives

2. Delay of gratification that increases drive state (eating healthy at home)

3. Motivation exists without drive arousal (dessert)

Front 5

Incentive Theory - Pull

Back 5

When an external stimulus or goal pulls you in a certain direction, which motivates behavior.

Reward that pulls us to our actions.

Front 6

Expectancy Theory

Back 6

An individual will act in a certain way based on the expectation that the act will be followed by a given outcome and on the the attractiveness of that outcome to the individual.

Feasibility should be considered.

Front 7

(Criticisms) Maslow's Hierarchy of Needs

Back 7

1. Product can satisfy multiple needs (too simplistic)

2. Restricted to Western culture (culture-bound)

3. Belongingess needs vs. esteem needs (some groups value group needs)

Front 8

Types of Motivational Conflict

Back 8

Approach-Approach: two desirable alternatives that cause cognitive dissonance (beliefs and behaviors contradict)

Approach-Avoidance: positive and negative aspects of desired product. Guilt of desire occurs.

Avoidance-Avoidance: two undesirable alternatives.

Front 9

Affect

Back 9

An internal feeling state.

Moods: low intensity, short-lived, don't know what caused it.

Emotions: differentiated and have a specific triggering event that is attitude/behavior specific.

Front 10

Moods

Back 10

Cam be triggered by external stimuli.

Track our:

Energy levels - GRUMPY

Circadian rhythm - SLEEPY

Wellness or illness - WEEPY

Front 11

Plutchik's Basic Emotions

Back 11

Emotions appeared through the processes evolution. They evolved to help us survive and can be traced to this purpose.

Front 12

Sources of Emotion: James-Lange

Back 12

An event causes physiological arousal first, followed by an interpretation of this arousal. Interpretation is a mandatory prerequisite to emotion.

Event-Arousal-Interpretation-Emotion

Front 13

Sources of Emotion: Cannon-Bard

Back 13

We experience physiological arousal and emotion simultaneously, but give no thought of behavior.

Event - Emotion

- Arousal

Front 14

Sources of Emotion: Cognitive Appraisal Theory

Back 14

A thought must come before any emotion or physiological arousal. Must think about your situation before you can experience an emotion.

Event - Thought - Emotion

- Arousal

Front 15

Affect and Memory

Back 15

When the source of arousal is unrelated or comes later to the material to be learned the arousal intensity of an affective experience increases peoples immediate and long-term memory for the experience.

Front 16

Consumer Judgement and Decision Making

Back 16

Integral Affect: affective responses that are directly linked to the object of judgement or decision

Incidental Affect: affective experiences whose source is unconnected to the object of evaluation

Front 17

Integral Affect

Back 17

Feelings experienced:

1. Through direct exposure

2. In response to some representation of the object (commercial)

Objects that elicit pleasant feelings are evaluated more favorably.

> cognitive bases (beliefs, attitudes)

Front 18

How Does Integral Affect Influence Judgements and Decisions?

Back 18

Influence evaluation of an object separately from consumers knowledge about the target.

1. Affect Transfer: positivity or negativity of integral feelings is carried over to the target

2. "How do i Feel about it" heuristic: emotional responses are viewed as sources of information when evaluating.

3. Indirect Effect Model: emotional responses influence a persons perception or beliefs, and these then influence the evaluation.

Front 19

Determinants of Reliance on Integral Affect

Back 19

1. Motivation to process information is low

2. Are distracted or under time pressure

3. Other bases of evaluation are ambiguous

4. They lack expertise in the target domain

Front 20

Incidental Affect

Back 20

May come from:

1. Current mood

2. Emotional disposition

3. Temperament

4. Contextual stimuli

Objects are evaluated more favorable when in a good mood than when in a bad mood.

Front 21

Why Mood Congruency

Back 21

Differential Accessibility: positive mood makes positive thoughts about target object more accessible in memory and vice versa.

Affect as information: respondents surveyed better on a sunny day, but when made aware the assimilation dissipated.

Factors that influence reliance on integral also increase influence of incidental.

Front 22

Beyond Congruency

Back 22

(+) promote creativity in problem solving

(+) decrease depth that information is processed

(-) more analytical and systematic processing

(-) decrease reliance on stereotypes and other general knowledge structures

Front 23

Moods and Risk-Taking

Back 23

(+) Low Risk - optimistic and risk-taking

(+) High Risk - averse, maintain current happiness

(-) Aversion when sad, risk-taking when mad