The influence of goal attainability on motivation – Consequences for marketers and companies that advertise fitness products.
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Discipline/sAdministración y Dirección de Empresas
Subject/sSector de Negocios y Comercio
Purpose: Nowadays in the highly competitive global markets marketers need to invest more time and effort into strategies in order to motivate consumers to buy their products. One possibility is the advertising design which is influencing the buying intention and which will be considered in more detail. The thesis aims to figure out how the best advertising design or image should look like in order to motivate the consumer to purchase a product or service. Based on goal gradient hypothesis it can be stated that closer goals lead to higher motivation. It should be tested if this effect will also occur when consumers are exposed to an image that shows an undesired end state versus an ideal that represents a goal that seems to be far away. Prior work: Starting point for the thesis was Klesse et al.’s research of 2012 in which the authors wanted to figure out how the exposure to an ideal end state, which was represented by a thin model on a cover of a diet diary, influence women in thei...