key term - Motivation

Definition

Motivation refers to the internal and external factors that stimulate the desire and energy in individuals to be continually interested and committed to a task, goal, or role. It is crucial in shaping how individuals behave and engage with persuasive messages, as it drives them to act or change their beliefs in response to those messages.

5 Must Know Facts For Your Next Test

1. Motivation can be intrinsic, coming from within the individual, or extrinsic, driven by external rewards such as money or recognition.
2. Understanding the audience's motivation is key for effective persuasion; messages that resonate with what individuals value are more likely to elicit a response.
3. Theories of motivation suggest that people are motivated by a need for achievement, power, and affiliation, influencing how they process persuasive messages.
4. Motivation impacts the level of engagement with persuasive content; higher motivation leads to deeper processing of information and increased likelihood of attitude change.
5. Different persuasive strategies can be employed based on the audience's motivation level, including appeals to emotion for those driven by intrinsic motivation and logical arguments for those influenced by extrinsic factors.

Review Questions

• How do intrinsic and extrinsic motivations influence an individual's response to persuasive messages?
  • Intrinsic motivation stems from internal desires such as personal growth or satisfaction, making individuals more receptive to messages that align with their values and interests. Extrinsic motivation involves external rewards like money or praise, which can prompt action but may not lead to long-term commitment to the message. Understanding these differences helps speakers tailor their persuasive strategies to effectively engage their audience.
• Discuss how theories of motivation can inform the development of effective persuasive strategies.
  • Theories of motivation highlight various drivers behind human behavior, such as the need for achievement or belonging. By applying these theories, communicators can design persuasive strategies that resonate with the audience's underlying motivations. For instance, emphasizing achievement can appeal to competitive individuals, while highlighting community involvement can attract those motivated by affiliation. This tailored approach increases the chances of persuading diverse audiences.
• Evaluate the role of motivation in fostering attitude change in individuals exposed to persuasive communication.
  • Motivation plays a critical role in determining whether individuals will alter their attitudes after encountering persuasive communication. When people are highly motivated, they tend to engage deeply with the content, scrutinizing arguments and seeking coherence with their existing beliefs. This active processing often leads to significant attitude change. Conversely, low motivation may result in superficial engagement, where individuals accept messages without critical evaluation, making it less likely for their attitudes to shift.

Related terms

Incentive: An incentive is something that motivates an individual to perform an action or behavior, often providing a reward or benefit for achieving specific goals.

Persuasion: Persuasion is the process of influencing someone’s beliefs, attitudes, or behaviors through communication, often relying on emotional appeals and logical arguments.

Attitude Change: Attitude change refers to the alteration of a person's feelings or beliefs about a particular subject, which can occur as a result of persuasive communication or motivation.