Article2011

Feedback information and consumer motivation

19 citations0/0 files storedEuropean Journal of Marketing

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Behavioral Health and Interventions Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Purpose Marketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain hoped‐for selves and/or to avoid feared selves. Despite the importance for marketers in understanding how current performance influences a consumer's future efforts, this topic has received little attention in marketing research. The aim of this paper is to fill some of the gaps. Design/methodology/approach The paper provides a theoretical framework and uses two studies to test this. Study 1, of 203 women, aged 27‐65, examines the predictions in the context of women and visible signs of skin aging. Feedback information is measured and approach and avoidance regulatory systems are manipulated by priming hoped‐for and feared possible selves. Study 2, of 281 undergraduate men and women, replicates the findings of Study 1 with manipulated feedback, using a different context (gym training) and a sample of both male and females. Findings The research shows that when consumers pursue a hoped‐for self, it is expectations of success that most strongly drive their motivation. It also shows why doing badly when trying to avoid a feared self is more motivating than doing well. Practical implications The findings have important implications as they reveal how managers can motivate customers to keep using a product or service. Originality/value The paper makes several contributions to the consumer goal research literature since little is known about how positive (hoped‐for selves) and negative (feared selves) reference points in self‐regulation differentially influence consumer goal‐directed behaviour.

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References

1987Self-discrepancy: A theory relating self and affect.1997Beyond pleasure and pain.1996The effects of feedback interventions on performance: A historical review, a meta-analysis, and a preliminary feedback intervention theory.1986Possible selves.1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.1991A Theory of Goal Setting and Task PerformanceA Theory of Goal Setting and Task Performance, by LockeEdwin A. and LathamGary P.. Englewood Cliffs, NJ: Prentice-Hall, 1990.1936A DYNAMIC THEORY OF PERSONALITY 1982Control theory: A useful conceptual framework for personality-social, clinical, and health psychology.

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