Bottom-up priming: involuntarily and automatically directed towards salient features Top-down priming: Thinking about how to solve your goal Goal shielding: Sometimes you activate one goal and on purpose deactivate an other goal. Because you can't do both at the same time Multifinality : One mean activates multiple goals Equifinality : Different means can reach the same goal

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Goals & learning

15 important questions on Goals & learning

Which principles designed to aid memory are applied in this classic Volkswagen advertisement?

Pictorial and verbal cues

In this advertisement the small picture (pictorial cue) of the small car matches the slogan (verbal cue) of the advertisement “think small”. The high imagery word “small” is emphasized to make sure that the message gets across.

A lecturer gives an example of movie stars training to achieve a certain body type to be able to play a role. The example serves as an analogy to students practicing statistics in practicals before the students have to perform on an statistics exam. The goal of the analogy is to increase the effort that students put into doing the practicals, as this is something that students usually do not enjoy. Is the lecturer practicing some form of classical conditioning in this example?

Yes, this is an example of evaluative conditioning.

Celebrity endorsements are given as an example of evaluative conditioning in the book (p.136), “Evaluative conditioning is defined as the changes in the liking of a stimulus (e.g. brand) linked to the pairing of that stimulus with other positive or negative stimuli (e.g.) celebrity.” Here the lecturer pairs statistics (a stimulus usually disliked) with celebrities (usually liked) in the hopes of changing student’s opinion of statistics.

Theories in goal setting

Expectancy-value theory: = Feasebility (expectancy) X Desirability (value) - Depent on person aspects and situation aspects
Fantasy realisation theory
Goal system theory: there are connections in your brain between means and goals

Which statement about memory is not true?

Recognition is a process that takes place when you relearn something you have previously learned
Engrams are neural networks that play an essential role in encoding memories,
Whether or not you remember something is influenced by the processing effort that is required for the input,
Sensory memory is limited to retaining information only for a very short amount of time.

Recognition is a process that takes place when you relearn something you have previously learned.

The wrong definition of recognition was given here. Recognition requires the memory to retrieve information by experiencing it again. Relearning entails relearning something that you had previously learned, and the process of relearning helps with remembering and retrieval.

Theories about striving and attainment

Goal setting theory
Motivational intensity theory
Cybernetic control theory
Goal conflict & self regulation
The Rubicon model of action
Action control theory

What is the correct order of the five-stage process of information processing?

Exposure > attention > comprehension > acceptance/rejection > retention

When processing information, consumers first need to be exposed to information. This involves sensory detection and registration. Then consumers need to pay attention to the information (focusing on the information, categorizing the information). Next, consumers try to comprehend the information (identify meaning), accept or reject the information, and finally retain the information in memory.

Goal system theories

Bottom-up priming: involuntarily and automatically directed towards salient features
Top-down priming: Thinking about how to solve your goal
Goal shielding: Sometimes you activate one goal and on purpose deactivate an other goal. Because you can't do both at the same time
Multifinality: One mean activates multiple goals
Equifinality: Different means can reach the same goal

Goal striving theories

Goal progress:

Can I get there?
Goal is far away
When goal is far away (you just started; low goal progress), consumers mostly focus on “Can I get there?”

Goal velocity:

When will I get there?
Goal is close by
When goal is close by (you worked already a long time; high goal progress), consumers focus on “When will I get there?”

According to the reading of Brandstatter & Hennecke on Goals, goals…

Are internal representations of desired outcomes, events, or processes

“We define goals as internal representations of desired states, where states are broadly construed as outcomes, events, or processes.”
Goals are internal representations of desired states, and Brandstatter & Hennecke state that desired states can be desired outcomes, desired events, or desired processes. Goals are not individual emotional states, they do not determine the allocation of resources, and they do not arrange planning, organizing, direct and lead behavior.

What about implementation intentions for multiple goals at the same time?

Implementation intentions --> Difficult to reach goals --> Reduced commitment --> Reduced succes

What does the Behaviourist model mean?

Behaviourist model: (only study observable/external behaviour)
Stimulus in the environment --> Black Box can't be studied --> Response behaviour

Classical conditioning
Operant conditioning

When we focus on the most important goal to carefully use our time, attention, money and energy, it is called:

Goal shielding

Consumers have limited time, energy, money, and attention, but they have usually multiple goals. The process of goal shielding helps consumers protect the most important goal they have by investing the limited resources such as time, attention, money and energy in reaching that goal. Goal shielding activates one goal, and simultaneously reduces the accessibility of other goals.

What does the Cognitive model mean?

Cognitive model: (can scientifically study internal behaviour)
Input in the environment --> Mediational process mental event --> Output behaviour

Observational learning
Incidental learning
Information processing

Goals can be differentiated in multiple dimensions. Brandstatter & Hennecke provide three dimensions on which goals can be distinguished. Name the three dimensions (3 points) and shortly define them (3 points)

First dimension: degree of abstraction of goals. Goals can be formulated in concrete ways (e.g., I want to loose 3 kg within 7 days) or more abstract ways (e.g., I want to become a healthy person).

Second dimension: promotion vs prevention focus, also called approach vs avoidance goals. Promotion or approach goals are focused on trying to achieve something positive. Prevention of avoidance goals are focused on trying to avoid something negative.

Third dimension: learning vs performance goals. Learning goals are focused on learning something new (acquiring new skills). Performance goals are focused on proving one’s abilities.

What did they find? Implementation intentions improved success rate for...

both single and multiple goals
only single goals
only multiple goals
none of the goals

Only single goals

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Principles of consumer studies

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Goals & learning

15 important questions on Goals & learning

Which principles designed to aid memory are applied in this classic Volkswagen advertisement?

Theories in goal setting

Theories about striving and attainment

What is the correct order of the five-stage process of information processing?

Goal system theories

Goal striving theories

According to the reading of Brandstatter & Hennecke on Goals, goals…

What about implementation intentions for multiple goals at the same time?

What does the Behaviourist model mean?

When we focus on the most important goal to carefully use our time, attention, money and energy, it is called:

What does the Cognitive model mean?

Goals can be differentiated in multiple dimensions. Brandstatter & Hennecke provide three dimensions on which goals can be distinguished. Name the three dimensions (3 points) and shortly define them (3 points)

What did they find? Implementation intentions improved success rate for...both single and multiple goalsonly single goalsonly multiple goalsnone of the goals

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What did they find? Implementation intentions improved success rate for...

both single and multiple goals
only single goals
only multiple goals
none of the goals

a PDF, study it super fast