IMPROVING JOB PERFORMANCE WITH GOALS, FEEDBACK,
REWARDS, AND POSITIVE REINFORCEMENT
There are two types of goals: a performance outcome goal (targets a specific end-result) and a learning
goal (strives to improve creati
Behavior Modification aka
Basic psychological theory
Behavior is a function of its
Some say.assumes that people have
little free will
The Measure of All Things
Measuring and Reacting
Let the crowd inform you.
Emergent Strategy: reactionary may not be so bad
Mullet Strategy: crowdsourcing
Control, random assignment, and search for positive effects
Change blindness, how mu
Electric Vehicle Case
HEV: hybrid electric vehicle
PHEV: plug in hybrid electric vehicle
EV: electric vehicle
What are the costs and benefits?
Cheap to charge
CONSUMER BEHAVIOR STUDY GUIDE
1. Organizations have cultures the same way countries do
Social influence matrix
Cultures are based on values
Culture influences every stage of the decision making process
What distinguishes one culture from another?
Pricing, Target Market, and Value Proposition
Pricing, Consumer Behavior, and Profitability
Importance of Initial Pricing
Learning from Pricing
Firms intentions & understanding
How well do we really remember price?
Short-term memory fo
How does crowding affect retail?
Stressed shoppers are more price sensitive
Atmospherics can reduce stress
Crowding influences arousal
Bad when already stressed
Thoughts about Apple Store launch
Current retail substitute
Consumer Behavior Ch. 7 The Best-Laid Plans
What complex things can we predict well? Why?
Weatherdeveloped technology and historical data
Fluhappens around the same time every year
Frequent & stable occurrences
Virgin Mobile Case
Target Customers: 100-300 min/month
Pricing Options: Copy, Undercut, etc.
Ad $s per customer:
Sales Commission per cust.
Handset subsidy per cust.
Monthly avg. revenue per cust 52
Why are we so bad at prediction?
Experts are no better than a simple model to predict what happens.
Some are actually worse.
Representativeness: most similar seems likely
Availability: easiest to recall seems likely
Twenty Statements Test, Kuhn (1960)
Interaction is the basis of meaning
Meaning is our reaction to something
These reactions are learned via interaction
EIO Ch. 9: Fairness and Justice
Process and outcomes
Object and context
Misattribution of arousal: people make a mistake in assuming what has caused them to be
The Halo Effect: an observer's overall impression of a person, company, brand, or produ
BMW Films Case
What should they do?
What is effective advertising?
Draws people into the product and inform them about your product/service
Behavioral change that
Reduces price sensitivity
Perception: organize, identify, and interpret sensory info
Attention: how distracted are we?
Relevant Knowledge: what do we know?
Salience: novelty, vividness, personal interest, concreteness.
*Essentially, our interpretations depend on what we notice and