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L1: Introduction and Emotions (types of emotions (Complex emotions (Self…
L1: Introduction and Emotions
Consumers
Purchase to fulfil emotional needs
Have limitations and biases in their reasoning
Easy influenceable by subtle tactics 29.9 vs. 30 pounds
Social animals
Status
Uniqueness-seeking
Identity
Need-to-belong
Culture
Social influence
Consumer Behaviour is
Study of psychological processes
Domains
Products
Services
Ideas
experiences
Consumer actions
Selecting
Purchasing
Using
Disposing
Affect vs. Cognition
Affect: feeling or emotion
Cognition: Thinking or deliberation
Key affective factors in CB
Meta-cognitive feelings
How does thinking about my thinking make me feel?
Mere exposure effect
Liking is a function of familarity
brand names
music
celebs
Six basic emotions
Sadness
Anger
Fear
Joy
Disgust
Surprise
types of emotions
Basic emotions
Complex emotions
Self-conscoius
Counter-factual
Arousal and primordial emotions
Arousal
Affect 'heat in the moment'
Hot-cold empathy gap
Difficulties for marketers
Difficult to imagine emotions
narrow view of when affect matter in CB
Conclusions
decision biases stem from affective considerations
Emotions are more influential than people realise
Marketers should motivate consumers with emotional appeals