心理学与生活-第76节
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lead some individuals to higher states of consciousness and a cosmic
vision of one’s part in the universe
B。 Maslow’s hierarchy presents an upbeat view of human motivation； with the core of the
theory being the need for each individual to grow and actualize his/her highest potential
DISCUSSION QUESTIONS
1。 William James proposed that humans rely on instinctual behaviors even more than other
animals。 Twenty…five years later； Sigmund Freud posited that humans experience drive
states that arise from life instincts and death instincts。 What is significant about the
difference in these two perspectives？
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
ponents to the advertising strategies used to get you to part with your money。 They are：
The Audience
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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 ponents 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 municator
The municator is the person who delivers the message or who is the central figure in print
advertising。 One characteristic of persuasive municators 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 municator is an individual that potential buyers can identify with；
“a person just like me！”
Recognizing these three ponents of advertisements can help us better understand why
individual advertisements are constructed the way that they are and help us be more critical of； and
less susceptible to； their message。 Now let us look at a few specific examples。
Automobiles
The Audience
Every car has its own intended market。 How many 70…year…olds do you see driving Corvettes？ Who
is the market for a Cadillac？ For BMWs？ For pickup trucks？ Car makers are sophisticated in
targeting sexes； ages； and ine groups in their advertisements。
The Message
The verbal message may involve such issues as value； gas mileage； dependability； safety；
performance； and prestige。 The nonverbal messages may be far more potent and persuasive；
exploiting such motives as sex appeal； social status； power； envy； success； and confidence。
Backdrops of polo matches and mansions imply wealth； steelyards and factories imply durability；
and bright lights and tall buildings imply success。 For Americans； especially males； the automobile
is almost an extension of one’s self。 Cars convey an image of ourselves； as we would like others to
perceive us。
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The municator
Individuals in automobile advertisements are usually very attractive； modeling the sort of person
the buyer would want to be。 Occasionally； the municator is someone expected to know a lot
about cars； such as a famous racecar driver or greasy mechanic。
Beer
The Audience
The audience for beer is middle… and working…class males； “good ol’ boys” who like to get together
to go fishing； watch football games； or play pool。 Females appear in beer mercials； but often
only as props。 Beer is a man’s drink； and women are often targeted with other beverages such as
wine coolers。
The Message
Beer is associated with good times。 Young； attractive； healthy people are often seen running around
beaches； attending terrific parties； and engaging in thrill…seeking sports。 People who drink beer can
also be portrayed as “down to earth” folk； just like you。 These “normal” people are more likely to sit
in the kitchen or the backyard than in a formal setting； and they eat hamburgers and apple pie。 The
motivation for drinking beer is to have good friends and to have good times with them； to reward
yourself at the end of the day with a beer or two while watching ball games。
The municator
Most often； a male without a necktie； or at least a loosened tie； possibly in a flannel work shirt； touts
the beer。 He is a good “All…American” man’s man。 He knows how to hunt and fish； is a skilled
athlete； can fix cars； and is not afraid of an honest day’s work。
You might have your class discuss other products such as pain relievers； colas； and clothes。 Have
your class use their critical thinking skills to figure out the advertiser’s motivation the next time that
they see an advertisement。 They might want to ask themselves：
。 Am I a member of the target audience？
。 Is the product really special and different； or just trying to be？
。 What claims does the advertisement make of the product？ How are the claims
substantiated？
。 If statistics are used； are they used fairly？
。 If the product is pared to another； is it pared to a relevant product in a reasonable
way？
。 What are the nonverbal messages that the advertisement tries to impart？
。 How were the municators chosen to maximize impact and believability？
。 What need does the product fill？ Is the need real； or created by the advertisement？
Finally； advertising is not all bad。 If it was； it might not be allowed。 Ask your class why
advertisements are legal； although their only purpose is to influence people to do things that they
might not do without advertisements。 One positive aspect of advertisements is their informational
value。 They alert consumers to the presence of new products； and to legitimate differences among
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exiting products。 Are there others？ In closing； remember what the Romans said； “Caveat emptor！”
（Let the buyer beware）。
Psychological Factors and Obesity
While genetic and metabolic factors clearly influence many cases of obesity； personal； social；
cultural； and environmental factors also play a distinct role。 As the text states； the number of people
you are with can affect how much you eat。 Also； we may eat more in certain social situations where
eating is expected。 Low self…esteem； having been sexually abused； and high levels of depressive
anxiety are correlated with obesity。 Family and cultural norms may also play a part。 Some cultures
perceive what we consider obesity to be attractive。 In our culture； we idolize health and thinness；
but we have slipped into lifestyles in which so many Americans have access to fat…rich foods and
are physically inactive； that large numbers of Americans are obese and dieting has bee the
norm for a majority of American women。 Many younger women also develop eating
