Causes of Behaviour PDF

Causes of Behaviour Milton Hershey Frank Mars Milton Hershey Frank Mars 5 cents 5 cents How much you spend on marketing How many people work at the company The size of the product 10 cents 5 cents 10 cents The Result Reese’s...

Causes of Behaviour Milton Hershey Frank Mars Milton Hershey Frank Mars 5 cents 5 cents How much you spend on marketing How many people work at the company The size of the product 10 cents 5 cents 10 cents The Result Reese’s Pieces sales tripled less than two weeks after the movie’s premiere The most successful product launch for that brand’s in history Hershey regained market share in the chocolate industry The company regained the reputation as a prominent force in the industry Other companies wanted to do business with Hershey’s Gaining a positive reputation is know as an ultimate motivation for a behavior Ultimate motives can be contrasted with proximate motives Proximate motives are the thoughts, emotions, and immediate physiological sensations that occur that lead people to engage in a behaviour Ultimate motivations are the underlying incentives for these behaviours – acquiring a beneficial reputation is a strong incentive Eating Proximate Motive: Hunger or craving. The individual eats because they feel the immediate physiological need to satisfy hunger or the pleasure of eating (e.g., taste, satisfaction). Ultimate Motive: Eating is necessary to obtain nutrients and energy, which are required to survive and maintain health, ultimately contributing to reproductive success by ensuring the individual is alive and capable of producing offspring. Helping Others Proximate Motive: Empathy, compassion, sympathy, maybe guilt. Someone helps a friend because they feel for them. Ultimate Motive: Helping relatives can increase the chances of survival for shared genes. Helping others can lead you to garner a reputation of being a moral person. Helping can also benefit you because of the long-term benefits of reciprocity—where helping now leads to help being returned in the future. Fear of Strangers Proximate Motive: Anxiety or discomfort when encountering unfamiliar people. This feeling of fear might be triggered by an unfamiliar face, body language, or situation that creates uncertainty. Ultimate Motive: Being cautious around strangers could have been adaptive, as unfamiliar individuals may have posed risks to survival. Fear served as a protective mechanism to avoid danger. Friendship Proximate Motive: Emotional connection, shared experiences, and trust. People form friendships because they enjoy each other’s company, share common interests, and feel a sense of emotional attachment. Ultimate Motive: Group cooperation and resource sharing. Social bonds are crucial for survival in human societies. Forming alliances and friendships improves one's ability to cooperate, share resources, and receive social support—key components for survival and reproductive success in ancestral environments. Andrew needs help moving Andrew Elena  What drives Elena to help from an 'ultimate' level of analysis (i.e., what underlying incentives give rise to her behavior)? What are the 'proximate' psychological motives that arise from these incentives (i.e., what are the thoughts that occur in Elena mind that leads her to help)? Andrew Elena Proximate Motives What goes one in Elena’s mind to make her want to help Andrew: The desire to see herself as a good person To avoid feeling guilty Her sense that Andrew is a good person who deserves support Ultimate Motives What incentives exist for Elena to help Andrew: She can benefit directly if Andrew is a helpful, cooperative person (pull mechanism) She can benefit by gaining a good reputation in the eyes of her community (push mechanism) The push versus pull of working for companies Workers are pulled towards prosocial companies because they anticipate better treatment from them (e.g., equitable and generous working conditions as employees) Workers might be pushed towards prosocial companies by normative pressure (working for such companies looks good in the eyes of others) Learning  One of the key processes that shapes animal and human behaviour When a behaviour leads to a Reinforcement reward then it is reinforced and Learning more likely to be repeated Example: when you tell a good joke you receive a heartly laugh, but when you tell a bad joke you receive nervous silence Prestige-based learning We can learn through watching and imitating those who we deem prestigious: People who are older than us (e.g., older siblings, parents) People who are skilled or simply people that other people pay attention to (e.g., celebrities) People who hold high status in our groups (e.g., our managers, supervisors) What do we learn? What do we learn? We learn what is adaptive Over time people in India learned from their experience (reinforcement learning) and from others (prestige learning) to use spice in food Not because they were aware that the spice killed the germs But simply because the norms that prevented people from getting ill and possibly dying were the ones that became more common in the population Example of a restaurant Tough to get reservations Hard to get to Only open six months of the year One seating Price point: $400 per person Why was it unique? 2 million people attempted to book annually, but only 2,000 reservations available per year – a 0.1% chance of securing a spot. Located in a secluded area, requiring travel through mountainous terrain, often leading to visitors getting lost. 60:50 employee-to-customer ratio for an exceptional, tailored experience.  Proximate Motives: Why did people Fun Experience go to eat there? Ultimate Motives: Bragging Rights  El Bulli didn’t make a profit How could you alter the business model to help it turn a profit?  Tough to get reservations Hard to get to Only open six months of the year One seating Price point: $400 per person  Open additional branches to increase reach. Capitalize on high demand by raising prices. Increase customer intake. Utilize cookbooks and branding to boost visibility. Consider opening for longer than 6 months to maximize growth. Consider reducing the number of employees.  Innuendo (a forms of indirect speech)  “Perhaps we can seat you in about 20 minutes,” he says in a manner that suggests it will be “I hope you can fit us in,” and you closer to an hour. casually place a $20 bill onto the table Why not just say “here’s $20, I would really like be seated now”? Indirect speech allows for plausible deniability Plausible deniability When an individual can deny knowledge for certain actions or events, especially in situations where they may be held accountable or face consequences Involves creating circumstances or arrangements that allow for the appearance of innocence or lack of involvement Why not just say “here’s $20, I would really like be seated now”? Indirect speech allows for plausible deniability Plausible deniability allows one to potentially get the big benefit while likely being able to avoid the high cost of being accused Immoral Maître d Moral Maître d Indirect bribe Get table Have to wait Direct bribe Get table Might be told to leave or worse