Mar-3503 Lecture Notes - Lecture 2: Dan Ariely, Brand Loyalty, Cognitive Bias
Document Summary
Motivation - an inner state of arousal that denotes energy to achieve a goal. Functional fixedness - a cognitive bias that limits a person to using an object only in the way it is traditionally used. The people who aren"t swayed by an incentive bias do better than those with an incentive. Simple rules, narrow focus vs. complex problem solving. Encouraged to do vs. what to do. High motivation will encourage people to do things more likely to achieve goals. High-effort information processing and decision making varies with different purchases. Felt involvement - psychological experience of the motivated consumer (i. e. , interest, excitement, anxiety, passion) Motivation to attend to and process information from an ad. Dan ariely and motivation tangible vs. monetary rewards. Self-concept: our view of who we are and the way we think others view us. Values: enduring beliefs that a given behavior or outcome is desirable or good.
