SUMMARY: Since the beginning of the year, i'm sure most of you have seen Hyundai's commercial known as Hyundai's Assurance. Hyundai already is known to be a car company that offers effecient cars at a low price, but now they have issued for the whole 2009 "Hyundai's Assurance." This programs insures buyers that their credit score will not be ruined in the event that they can't pay for their new car due to jobloss, and also offers the oppotunity to compensate your car payment for up to 3 months. The buyer will be able to return the car if they lose their job within a year after purchase of a brand new vehicle. Their are two exceptions: you must be current on all car payments, and you have to provide proof that you've been laid off (to no fault of your own). Given these two conditions the buyer can return the vehicle and walk off the lot.
CONNECTION:
This automobile incentive program can be directly linked to chapter 8 on Motivation and Emotions. Hyundai's program would be an example of the "incentive theory" which states that an external stimulus can motivate behaivor. We are naturally pulled towerd behaivors that offer positive incentives. Due to the instability of our economy and the struggling job market, this positive incentive would motivate buyers to consider buying a new car.
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