Download Intrinsic and extrinsic motivation

SEM II - - Intrinsic and Extrinsic Motivation Read the introduction to intrinsic and extrinsic motivation to
determine the correct answers that follow the introduction: We will test on this Objective on Tuesday:
Motivation is a psychological feature that causes a person to act towards a desired goal and elicits, controls, and
sustains certain goal directed behaviors. 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, behavioral, cognitive, and social areas. Motivation may be rooted in a basic
impulse to optimize well-being, minimize physical pain and maximize pleasure. It can also originate from specific physical
needs such as eating, sleeping or 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 and lazing around the house all day.[1] These inner conditions such as wishes, desires, goals,
activate to move in a particular direction in behavior. In summary, motivation can be defined as the purpose for, or
psychological cause of, an action.[2]
Intrinsic and extrinsic motivation
Motivation can be divided into two types: intrinsic (internal) motivation and extrinsic (external) motivation.
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. Students who are intrinsically motivated are more likely to engage in the task willingly as well as work to
improve their skills, which will increase their capabilities. [6] 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
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 behavior, and the threat of punishment following
misbehavior. Competition is in 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.[7]
Comparison of intrinsic and extrinsic motivation
In one study demonstrating this effect, children who expected to be (and were) rewarded with a ribbon and a gold star for
drawing pictures spent less time playing with the drawing materials than children who were assigned to an unexpected
reward condition.[8] While the provision of extrinsic rewards might reduce the desirability of an activity, the use of extrinsic
constraints, such as the threat of punishment, against performing an activity has actually been found to increase one's
intrinsic interest in that activity. In one study, when children were given mild threats against playing with an attractive toy, it
was found that the threat actually served to increase the child's interest in the toy, which was previously undesirable to the
child in the absence of threat.[9]
For those children who received no extrinsic reward, self-determination theory proposes that extrinsic motivation can be
internalized by the individual if the task fits with their values and beliefs and therefore helps to fulfill their basic
psychological needs.
Occasional factors are rare or special reasons to attend an event. These factors include:
a. Location.
b. Time of the event.
c. Weather.
d. Spectator consumer example: While visiting Myrtle Beach, Shannon chooses to attend House of Blues.
e. Participant consumer example: Luke’s friend is in town and loves to play racquetball. Luke does not play the
sport but attempts to play anyway.
Understand levels of consumer motivation.
Uninformed.
f. Consumers are unaware of the product’s existence.
g. The promotional objective should be to inform the consumer.
Informed.
h. Consumers become aware of the product’s existence.
i. The promotional objective should be to inform the consumer about features and benefits of the product.
Preference.
j. Consumers identify with a particular product.
k. The promotional objective should be to create goodwill and differentiate the product from others.
Action.
l. Consumers make a purchase.
m. The promotional objective is to reinforce the buying decision.
n. The desire to attend an event must be translated into the purchasing of tickets.
For the questions below – write the term that provides a correct answer for the question:
Intrinsic
1.
extrinsic
occasional
motivator
A hockey fan would attend a game to relieve stress
2. Andy purchases tickets to the Wells Fargo Golf Championship. He finds it exhilarating to watch world class
golfers.
3. Lucus signed up to participate in YMCA's charity golf as an opportunity to represent his company and network
with other sales people in the community. What type of factor influences his decision-making?
4. Amina and her friends decided to go to Carolina Opry while visiting Myrtle Beach at Christmas. Which factor is
involved in the decision making process:
5. Since the weather had cleared, a tour group decided to attend the Renaissance Festival. Which factor was
involved in the decision making process:
Consumer motivation is an internal state that drives people to identify and buy products or
services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can
then motivate them to make a repeat purchase or to find different goods and services to better
fulfill those needs.
For the questions below – write the term that provides a correct answer for the question:
Action
Informed
Uninformed
Preference
Positioning
6. When the completion of the Traditions Golf Resort was near, the mktg staff had to appeal to which level of
consumer motivation?
7. Capt. Wilbur's in Calabash found many of their customers were not aware of all the packages they offered. The
management of Capt. Wilbur's needs to appeal to which level of consumer motivation:
8. Alabama Music Theater performed a tribute to American soldiers. Which level of consumer motivation is being
addressed:
9. Bill desired to have a cruise experience. He visited his travel agent and booked one. Which level of consumer
motivation is being addressed:
10. To make purchasing as convenient as possible, the Wachovia Championship packages can be purchased online. An example of understanding which level of consumer motivation:
11. Getting consumers to think of a product in a certain way is:
For the questions below: choose the term that is the correct answer:
Segmentation: Behavioral (buy roses on Valentines – always go to Wendys)
Demographics (age, income, etc) Geographics (location)
Psychographics (hobbies, past-times, what psychs you up?)
Hybrid - combination of two or more elements – such as a Prius
Niche market – specialty – such as a store at the mall for expensive cigars or expensive wine
Multi-positioning – promoted one way at Wal-Mart while promoting another way at Belk (same product)
12. Parents of college students and alumni are targeted for the college season ticket sales and sptg. event pkgs.
This segmentation is based on:
13. Charter fisher consumers enjoy fishing off-shore -which element of segmentation?
14. Targeting a market based on where a consumer lives:
15. Segmentation based on fan loyalty:
16. Target mkt. is selected on customer loyalty and product satisfaction - which segmentation:
17. When several elements are brought together using different variables - it is known as:
18. Combining multiple elements to define a market is known as which segmentation:
19. Hot Topic stores target a teen population whose wants are not met by the traditional retailer. In addition, the size
of Hot Topic's market is smaller than that of the traditional retailer. This is an example of:
20. Positioning the same product differently to a variety of markets define a(n):
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