BU432 Lecture Notes - Lecture 4: Blood Sugar, Drive Theory, Expectancy Theory
Document Summary
Positive incentives (goals) could include things like money or even social status. Goal valence: positively valued approach, negatively valued goal: avoid, positive and negative motives often conflict with one another. Follow up with customers after the sale (how do you like your car, gift, to keep the connection and confidence in choice), Brand communities (managing brand communities and participate by reinforcing the choice) Reinforce the choice approach avoidance: where we want something but we know there are negative conflicts to the outcome, doing this results in consumers feeling guilty, marketers can manage this guilt by. Putting a positive spin on the item avoidance avoidance: example: fix up the old car or buying a new one, as marketers they can manage this guilt by: Mental enjoyment of activity for its own sake. Match between challenge at hand and ones skills involvement levels impact how consumers think about the product and how we market.
