Week2: Superordinate Goals

Superordinate Goals

aim to fulfill fundamental needs that allow individuals to survive and thrive

Fundamental Needs

Basic biological, psychological, or social necessities required for human survival and well-being

Schwartz Values

19 values identified by Shalom Schwartz that guide behaviors and are universal across societies

Self-Direction (Thought)

The desire for freedom to develop one’s own ideas and abilities.

Hedonism

The desire for pleasure and enjoyment in life.

Achievement

The desire to be recognized as successful and admired for accomplishments.

Power (Dominance)

The desire to control others and influence their actions.

Security (Personal)

The desire for personal safety and security in one’s immediate environment.

Conformity (Rules)

The desire to comply with laws, rules, and authoritative expectations.

Activating Superordinate Goals

The process of using priming to influence individuals' motivations by activating associated concepts.

Demonstrating Need Discrepancy

Highlighting the gap between current states and desired states to amplify consumer motivation.

Market Offering

Products or services that meet consumers' goals and needs.

Universalism (Nature)

The desire to protect and preserve the natural environment.

Benevolence (Caring)

The desire to care for and protect the welfare of others within one’s in-group.

Self-Protective Values

Values aimed at protecting individuals from anxiety or harm.

Growth Values

Values that motivate individuals towards development, creativity, and new experiences.

Social Focus

Values concerned with the welfare of others or societal outcomes.

Personal Focus

Values primarily concerned with individual outcomes.

Prime (Semantic Priming)

The process by which exposure to one stimulus influences response to another stimulus.

Motivational Drive

The internal state that compels individuals to take action toward achieving goals.