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VDIS10012 Retail Design MOTIVATION Intrinsic and Extrinsic Influences by Ron Newman
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Page 1: Motivation intrinsic extrinsic

VDIS10012 Retail Design

MOTIVATION

Intrinsic and Extrinsic Influences

by Ron Newman

Page 2: Motivation intrinsic extrinsic

The Colours of Benetton marketing campaign has, over

time used photographic images to illicit emotional

responses in the consumer, responses that have then

been shown to lead to retail sales of products.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

Page 3: Motivation intrinsic extrinsic

In understanding the work of a designer in Retails design

we need to accept that the designer is playing to an

audience; the market, on behalf of a client the provider of

a retail service and the product.

In the design process the designer needs to have an

understanding of what MOTIVATES the end user, the

retail client so that the end retail design conveys the

message – hits the spot..!

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Motivation is a psychological condition that arouses an

individual to act towards a desired goal and elicits,

controls, and sustains certain goal directed behaviours. 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, behavioural, cognitive, and social areas.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

Page 5: Motivation intrinsic extrinsic

Motivation can be a basic impulse to optimize well-being,

minimize physical pain and/or maximizing pleasure. It can

also originate from specific physical needs such as eating,

sleeping and 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 or lazing

around the house all day. These inner conditions such as

wishes, desires, goals, activate to move in a particular

direction in behaviour.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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A class of theories about why people do things seeks to

reduce the number of factors down to one and explain all

behaviour through that one factor. For example marketing

has been criticized for using self-interest as a mono-

motivational theory. Mono-motivational theories are often criticized for being too reductive or too abstract. There are many theories about motivation such as Machiavellianism but in this lecture we will talk mainly about Intrinsic (internal) and Extrinsic (external) influences

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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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. As an example students who are

intrinsically motivated are more likely to engage in the task

willingly and work to improve their skills, which will

increase their capabilities.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Intrinsic motivation

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.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

Page 9: Motivation intrinsic extrinsic

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, grades or

even “retails points” the free cup of coffee) for showing

the desired behaviour, and the threat of punishment following misbehaviour.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Extrinsic motivation

Marketing and promotions are extrinsic motivators

modifying internally driven behaviours. Competition is

also 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.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Push and pull

This model is best explained by discussing motivation

within the marketing of tourism. Push factors determine

the desire to go on holiday, whereas pull factors determine

the choice of destination. Push motives are connected with

internal forces, for example the need for relaxation or

escapism, while pull factors are the external factors, such

as landscape, cultural image or climate of a destination,

that induces the traveller to visit a certain location.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Push and pull

Push factors can be stimulated by external and situational

aspects of motivation in the shape of marketing focussed

on pull factors. Then again pull factors are issues that can

arise from a location itself and therefore ‘push’ an

individual to choose to experience it. A large number of

theories have been developed over the years however

there is no single theory that illustrates all motivational

aspects of marketing to motivate people to travel.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Push and pull

Many researchers have highlighted that because several

motives may occur at the same time it should not be

assumed that only one motive drives an individual to

perform an action at a particular time, and therefore

marketing and promotional material can supplement

existing motivation or inherent motivation or provide more

than one aspect of ‘pull’.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Incentive theory

A reward, tangible or intangible, can be used with the

intention of motivating for the behaviour to occur. Studies

show that if the person receives the reward immediately,

the effect is greater, and decreases as delay lengthens.

And so we can see that motivation comes from two

sources: oneself, and other people. The two sources are

intrinsic motivation and extrinsic motivation, respectively.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Reinforcers

Reinforcement principles of behaviour differ from the

hypothetical construct of reward. A reinforcer is any

stimulus change following a motivated response that

increases the future frequency or magnitude of that

response, therefore the cognitive approach reinforced by

effective marketing material is a way forward as in 1973

Maslow described it as being the golden pineapple.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Reinforcers

Positive reinforcement is demonstrated by an increase in

the future frequency or magnitude of a response due to in

the past being followed contingently by a reinforcing

stimulus such a marketing and promotion. Negative

reinforcement involves a stimulus change consisting of the

removal of an aversive stimulus following a response; in

other word marketing arguing against a ‘negative’.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Reinforcers

And finally positive reinforcement involves a stimulus

change consisting of the presentation or magnification of

a positive stimulus following a response which of course

can be through Marketing and promotional material.

From this perspective, motivation is mediated by

environmental events, and the concept of distinguishing

between intrinsic and extrinsic forces is irrelevant.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Maslow's Hierarchy of Needs

As we learnt in the previous lecture content theory of

human motivation includes both Abraham Maslow's

hierarchy of needs and Herzberg's two-factor theory.

Maslow's theory is one of the most widely discussed

theories of motivation. American motivation psychologist

Maslow developed the hierarchy of needs consisting of five

hierarchic classes. Maslow said people are motivated by

unsatisfied needs.

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MOTIVATIONIntrinsic and

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Maslow's Hierarchy of Needs

The needs, listed from basic (lowest-earliest) to most

complex (highest-latest) are as follows:

Physiology (hunger, thirst, sleep, etc.)

Safety/Security/Shelter/Health

Belongingness/Love/Friendship

Self-esteem/Recognition/Achievement

Self actualization

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Maslow's Hierarchy of Needs

Basic requirements build upon the first step in the pyramid:

physiology. If there are deficits on this level, all behaviour

will be oriented to satisfy them. If you have not slept or

eaten adequately, you won't be interested in your self-

esteem desires. Then the second level, awakens a need

for security. Motives then shift to the social sphere,

Psychological requirements are the fourth level, while the

top of the hierarchy is self-realization & self-actualization.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Intrinsic motivation and the 16 basic desires theory

In contrast to Maslow and starting from studies involving

more than 6,000 people, Professor Steven Reiss has

proposed a theory that found that there are 16 basic

desires that guide nearly all human behaviour [25][26] and

that motivate our actions and define our personalities:

Acceptance, the need for approval

Curiosity, the need to learn25 “New Theory of Motivation Lists 16 Basic Desires that Guide Us . Research News Ohio State 2000-06-28. Retrieved 2012-06-02 26 Reiss, Steven (March 5, 2002). Who am I? The 16 Basic Desires that Motivate Our Actions and Define Our Personalities. Berkley Trade. ISBN 978-0425183403.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Intrinsic motivation and the 16 basic desires theory

Eating, the need for food

Family, the need to raise children

Honor, the need to be loyal to the traditional values of

one's clan/ethnic group

Idealism, the need for social justice

Independence, the need for individuality

Order, the need for organized, stable, predictable

environments

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Intrinsic motivation and the 16 basic desires theory

Physical activity, the need for exercise

Power, the need for influence of will

Romance, the need for sex and for beauty

Saving, the need to collect

Social contact, the need for friends (peer relationships)

Social status, the need for social standing/importance

Tranquility, the need to be safe

Vengeance, the need to strike back and to compete

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Retail Design

MOTIVATIONIntrinsic and

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Dr Alberto Alessi is the proprietor of the well known the

Italian Design Factory ALESSI, a company that markets

designed products worldwide, a company that takes the

traditions and values of hand made objects and translates

them, via management of the design process into mass

production for the international mass market. Alberto Alessi

said: “I had some convictions, some philosophical

thoughts, on the role of objects in our actual society, the

consumer society.”

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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Alessi went on to say “We live in a society where all

relevant material needs are fulfilled by the production of

objects, but the big mass production industry didn't seem

to have understood this. I believe, that in most cases,

mass production industry goes on working simply to satisfy

people's needs, instead of paying more attention to their

wishes, to their desires."

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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In this lecture you have seen images portraying

promotions from various Olympic games as they are a

good example of how design can work towards motivating

people to involve themselves in those events.

The two images above are (left) Luck Hasegawa practicing

his marshal arts in ‘free air’ on Sydney Harbour, Australia

and the second photo (right) is a group of ski instructors on

a ridge in Serfaus-Fiss-Ladis in the Tyrol, Austria

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

Page 27: Motivation intrinsic extrinsic

And as noted at the start the Colours of Benetton marketing campaign

has, over time used photographic images to illicit emotional responses

in the consumer, response that have then been shown to lead to retail

sales of products in their strategically located stores.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

Page 28: Motivation intrinsic extrinsic

These two images have within them motivational values

and as a mini project students are asked to find an image

they believe is motivating and that relates to their Retail

project and to use that image along with a maximum of 8

words to create a motivational poster or sign.

This mini project is due at the end of week 6, it’s a quick

project just to get you thinking about motivation.

VDIS10012

Retail Design

MOTIVATIONIntrinsic and

Extrinsic

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VDIS10012 Retail Design

MOTIVATION

Intrinsic and Extrinsic Influences

by Ron Newman