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2. How could the educational system be changed so that children have greater feelings of
choice, responsibility, and hope? What effect might such changes have on learning and
motivation?
3. Suppose that public displays of eating were considered socially inappropriate and that one
could eat only at home with one’s family or alone. How would the following behaviors be
affected?
. Typical topics of conversation
. Popularity of magazines
. Priorities of morality
In contrast, what would happen if society deemed it appropriate to engage in sex, a basic
biological drive, whenever and wherever one wished?
4. How can we make a tedious job more enjoyable, satisfying, or rewarding? Ask students to
apply the principles of learning and motivation to transform their most dreaded task into a
more rewarding one.
5 . Ask students for personal examples of momentary actualization or peak experiences.
Include times when they felt they found the truth, were filled with energy, or volunteered to
work for a cause. What was it that motivated them?
SUPPLEMENTAL LECTURE MATERIAL
Motivation in the Marketplace
The goal of advertising is to motivate the consumer to buy products. There are three basic
components to the advertising strategies used to get you to part with your money. They are:
The Audience
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CHAPTER 12: MOTIVATION
In marketing the audience is called the “target market.” These people are the actual or potential
buyers of the product. They can be either the decision makers or people who influence the person
who makes the actual buying decision. For example, parents purchase goods for their children, but
children often have a significant influence on the products their parents buy. Sometimes
advertising is aimed at trying to change or enlarge the market, such as the makers of a certain
automobile finding that most of their buyers are older. Because of that finding, the manufacturers
may change their advertising strategy to target a younger population. The “baby boom” generation
is currently between the ages of about 40 to 50 years old, and provides a very lucrative market
because of its large numbers and relative affluence.
The Message
There are two components of any motivational message. There is the verbal (or written) message
and the nonverbal message. The nonverbal message is subtler, not directly stated, but nonetheless
implied by the contents of the message. The nonverbal message may be transmitted by the
background against which the product is displayed, such as the American flag, the shelves of
impressive books, the beautiful home, the spacious office, or the cozy bar. All of these project a
desirable image. The nonverbal message can also include clothes, facial expressions, and body
language of the actors or models involved in producing the message. In the U.S., this might include
the presence of the “family dog.”
The Communicator
The communicator is the person who delivers the message or who is the central figure in print
advertising. One characteristic of persuasive communicators is their credibility—the reputation of
the individual as believable, as an expert or authority in his or her field. Attractiveness is another
characteristic that advertisers exploit. This may mean that the person is admired as an actor,
athlete, or musician, or as a person who has been outstandingly successful in whatever he or she is
known for. Sometimes the communicator is an individual that potential buyers can identify with,
“a person just like me!”