Achievement Orientation | Glossary

Manjunath Ingale Leave a comment

Definition:

Achievement orientation refers to how an individual interprets and reacts to tasks, resulting in different patterns of cognition, affect and behavior. Achievement goal theory proposes motivation and achievement related behaviors that can be understood considering the reasons or purposes they adopt while engaged.The extent to which the culture is oriented towards achievement, such as earnings, visible signs of success and possessions.

Achievement orientations have been shown to be associated with individuals achievement, adjustment and well being. Individual’s achievement orientation in a particular domain can be categorized into two distinct profiles mastery orientation or performance orientation. Mastery oriented individuals strive to develop their understanding and competence at a task by exerting a high level of effort. Performance oriented individuals desire to outperform others and demonstrate their ability which is predictive of negative affect, avoidance of challenge and poor achievement outcomes.

Further Reading:

Book: SUCCEEDING WITH AGILE Software Development Using Scrum by Mike Cohn 

Buyology | Book Series

Manjunath Ingale Leave a comment

Overview: 

Most anti-smoking campaigns inadvertently encourage people to smoke. The scent of melons helps sell electronic products. Subliminal advertising may have been banned, but it’s being used all the time. Product placement in films rarely works. Many multi-million pound advertising campaigns are a complete waste of time. 

These are just a few of the findings of Martin Lindstrom’s groundbreaking study of what really makes consumers tick. Convinced that there is a gulf between what we believe influences us and what actually does, he set up a highly ambitious research project that employed the very latest in brain-scanning technology and called on the services of some 2000 volunteers. Buyology shares the fruits of this research, revealing for the first time what actually goes on inside our heads when we see an advertisement, hear a marketing slogan, taste two rival brands of drink, or watch a programme sponsored by a major company. The conclusions are both startling and groundbreaking, showing the extent to which we deceive ourselves when we think we are making considered decisions, and revealing factors as varied as childhood memories and religious belief that come together to influence our decisions and shape our tastes.

Author:  

Martin Lindstrom

Published In:

07 May 2019