ESI Lecture Series
Miguel Brendl - Influences of Motivation on Preferences
Abstract- I will present two phenomena from psychology where motivation influences preferences. I hope to generate a discussion about concepts in economics that would allow modeling these phenomena. The first phenomenon shows that when a person pursues a goal (e.g., collect enough miles to earn a free flight) motivation to engage in behaviors that are instrumental to reaching the goal systematically changes as a function of proximity to the goal. But as I will report, there is more than one pattern of change. The second phenomenon investigates the effect of the need to eat on preferences for objects that vary in their ability to satisfy this need. A priori several possible influences are conceivable. Using preference ratings (i.e., evaluations), we found that increasing the need to eat increased the preference not for all foods, but only for a subset of foods, and that the preference for unrelated objects (e.g., a camera) decreased.
Bio- Miguel Brendl investigates the origins of psychological utility, that is, how people form evaluations of choice options. He publishes in psychology and in marketing, currently focusing on two areas, (1) unique influences of motivation and of predicted pleasure on preference, and (2) reversing negative emotional brand associations. He is Professor of Marketing at the University of Basel, Switzerland. His prior appointments were at Northwestern University’s Kellogg School of Management, at INSEAD, France, and at the Universities of Heidelberg and Konstanz, Germany. He holds a PhD in psychology from Columbia University.