EXPECTANCY THEORY: WHY OUR MOTIVATION IS DRIVEN BY DESIRED REWARDS AND OUR LIKELIHOOD OF GETTING THEM

Summary from the TLDR Marketing newsletter

Expectancy Theory is a psychological concept that can help marketers motivate potential buyers. Psychologists have found that motivation is influenced by 3 factors: the expectation that the goal can be achieved, the belief that achieving the goal will lead to a reward, and the value of the reward to the individual. Airbnb breaks through fears about renting your home to strangers by showing you what you can achieve with the extra income. Starbucks uses gamification tactics in its rewards program to reinforce continued purchases. UNIGNORABLE uses customer success stories to show prospective students the real impact of enrolling in its courses.