As the marketing director for Chipper's Golf Resort, you are making plans for the annual golf tournament, and trying to decide on dollar prizes. After learning that in past years, you successfully raised in excess of $25,000 through registration fees and sponsorship, the general manager wants to make the top prize $10,000. His exact words were, "We can attract some great talent at that level!" At your morning meeting, you inquire: "Can we afford to announce a $10,000 prize at the expense of losing out on a portion of the registration fees if some of our past participants decide not to enter the tournament?" You explain to the general manager that if you set the prize too high, several better than average golfers in the area will find it to be "out of their league" and will be unmotivated to participate and spend the money. Your analysis of the situation is reasonable according to ____________.

Question

Quizplus · Accepted Answer

The analysis of the situation, considering the potential effect of the prize level on participation and registration fees, is consistent with Expectancy Theory, which suggests that individuals are motivated to engage in behaviors that they believe will lead to desirable outcomes. In this case, the decision about the prize level influences participants' expectancies about the likelihood of winning and the value of the prize, which can in turn affect their motivation to register for the tournament.

As the Marketing Director for Chipper's Golf Resort, You Are