Mkt4025 10

25 %
75 %
Information about Mkt4025 10

Published on December 14, 2007

Author: stephan

Source: slideshare.net

Reactance, Avoidance etc MKT4025

Avoidance Low Avoidance High Avoidance High Anxiety Low Anxiety Secure Preoccupied Dismissing Fearful avoidant dealing

Scarcity People attach a higher value/motiviation to something that is scarce = perception of higher value More healthy the older people get “ 5 years left” Teenagers & healthy behaviour

People attach a higher value/motiviation to something that is scarce = perception of higher value

More healthy the older people get

“ 5 years left”

Teenagers & healthy behaviour

Scarcity but... Scarcity can also become a strong motivational factor if it is about “perceived unfair limitation” It then potentially turns into reactance

Scarcity can also become a strong motivational factor if it is about “perceived unfair limitation”

It then potentially turns into reactance

Brehm Experiment Out of stock record better rated Out of stock record worse rated You can choose record You’ll get one record Only one record available Introduction of “freedom” Reactive Reaction Freedom removal

Reactance Perception of unfairness Reactance Reactance Removal unknown reason, unjust or unreason- able restriction emotional, single-minded, often irrational state of mind “ right the wrong”, overvalue of “unfair” restriction

Reactance Removal Direct Removal (doing what is forbidden) Indirect Removal (substitution) Specific Aggression Unspecific Aggression “ Sour Grapes” reaction

Direct Removal (doing what is forbidden)

Indirect Removal (substitution)

Specific Aggression

Unspecific Aggression

“ Sour Grapes” reaction

Reactance = glorification “ Romeo and Juliet” effect Parents are often a good source of reactance: Children taught to overvalue HFSS foods Reinforced by “reward” power Which then is restricted again = Reinforced Reactance

“ Romeo and Juliet” effect

Parents are often a good source of reactance:

Children taught to overvalue HFSS foods

Reinforced by “reward” power

Which then is restricted again

= Reinforced Reactance

Reactance Less likely for female children than male children Conflicting opinions if measurable

Less likely for female children than male children

Conflicting opinions if measurable

Dealing with reactance Often needs “personalised intervention” Acknowledge resistance Explanation intervention (Levine & Sandine, 1985) Evoking “anticipated regret”: Scarcity appeals (Cialdini, 1994) Fear appeals + High-efficacy messages (Witte & Allan, 2000) Sherman Effect (Predict what you would do if someone would ask you to do something socially desirable) (Sherman, 1980) Giving choices/forced choices (Levine & Sandine, 1985) Narrative persuasion (Chin, Zanna, Fong, 2003)

Often needs “personalised intervention”

Acknowledge resistance

Explanation intervention (Levine & Sandine, 1985)

Evoking “anticipated regret”: Scarcity appeals (Cialdini, 1994) Fear appeals + High-efficacy messages (Witte & Allan, 2000)

Sherman Effect (Predict what you would do if someone would ask you to do something socially desirable) (Sherman, 1980)

Giving choices/forced choices (Levine & Sandine, 1985)

Narrative persuasion (Chin, Zanna, Fong, 2003)

Learned Helplessness Effect of “inescapable” punishment Personal to subject Pervasive to all aspects of life Permanent Related to fundamental attribution error concept (Seligman 1967)

Effect of “inescapable” punishment

Personal to subject

Pervasive to all aspects of life

Permanent

Related to fundamental attribution error concept

(Seligman 1967)

Over-conformity/Ritualism Total rigidity in applying rules Low personal commitment “ trained incapacity” or scarcity

Total rigidity in applying rules

Low personal commitment

“ trained incapacity” or scarcity

Add a comment

Related presentations

Related pages

Mkt4025 10 - HubSlide

Transcripts - Mkt4025 10. 1. Reactance, Avoidance etc MKT4025; 2. Avoidance Low Avoidance High Avoidance High Anxiety Low Anxiety Secure Preoccupied ...
Read more

Research ‹ http://coachfederation.org/blog

Research. Research. ... http://www.slideshare.net/stephan/mkt4025-w6 Step One In the coaching process presenting the goal will set ... (10) Marketing (130 ...
Read more

Medium Size Brown Color Flower Pot - HandiCrunch.com

Shop online for a medium sized brown color flower pot with intricate designs and everlasting beauty. Buy online from HandiCrunch.com today!
Read more

Bob Anservitz at Georgia Gwinnett College ...

Rating and reviews for Professor Bob Anservitz from Georgia Gwinnett College Lawrenceville, GA United States.
Read more