Motivation
Motivation
Need
Initiating 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 motives
Unconscious 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 car
The feeling of power – strong engine of my car
Immortality – 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 partner
Strong 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
Primary – unconditioned reflexes, instincts
Inborn
Phylogenesis – the urge is the oldest motivational function
Ontogenesis – the earliest motivational function
S. Freud
Instinct to eat
One 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 selfmurdered to change his/her mind.
Motivation
Motivational systems
Instinct of aggresivity
Agrresivity - 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 care
Expressed by care and emotional relations with kids. It
relates to our need to impact the future by our offsprings.
Some people – selfactualization.
Motivation
Teories of 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.)
Motivation
What we need most?
Deficit needs
Growth need
Do we go up one level after another???
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
Emotions
In 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
Sequence of events during an emotional episode
Cognitive appraisal: provides an evaluation of events and objects
Bodily symptoms: the physiological component of emotional
experience
Action 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 actions
Feelings: the subjective experience of emotional state once it has
occurred
Motivation
Sequence of events during an emotional episode
Cognitive appraisal: provides an evaluation of events and objects
Bodily symptoms: the physiological component of emotional
experience
Action 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 actions
Feelings: the subjective experience of emotional state once it has
occurred
http://www.m-journal.cz/cs/aktuality/emoce-jako-nejsilnejsim-aspektreklamy__s288x9958.html
Motivation
Fear
What happens if you do not buy our products!!!
Time limited offer!!!
http://www.youtube.com/watch?v=8
dmqekj7smk
Motivation
Joy – humor
https://www.youtube.com/watch?v=gmOTpIVxji
8
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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