Summary: Psychology & Consumer Behaviour

Read the summary and the most important questions on Psychology & Consumer Behaviour

• 1 Week 1

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• What are commodities and how can they overlap?

  Commodities are products, services, ideas and experiences.
  
  Product: coffee
  Experiences: good coffee in a nice location

• Can a commodity be consumed for different motivations?

  Yes
  
  Consuming information: watching a TED talk because you want to know more about a certain issue
  
  Consuming experience: watching a TED talk because it's amusing

• Who can profit from knowledge of consumer behaviour?

  Society / policy makers
  Stimulation of desired behaviour and discouraging unwanted behaviour
  
  Marketeers
  A marketing campaign has a larger chance of success the more you understand how consumers behave in reality
  
  Consumers
  Better decision-making and prevention of suboptimal choices
  
  Concepters
  Product / concept developers: successfully connecting to your target group. Ex: Tikkie

• What is the purpose of using Psychology of consumer behaviour?

  To increase the chance of success from concept to realisation phase, by applying insights

• 2 Week 2

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• What are primary and secondary emotions?

  Primary emotions = Basic emotions
  

  • Universal
    
  • Unconscious
    
  • Automatic response to stimuli
    

  
  
  Secondary emotions = Higher emotions
  

  • More complex
    
  • Combinations of prior experiences and memories
    

• What are the 6 primary emotions?

  There are 6 emotions that are universally recognised:
  
  

  1. Sadness
     
  2. Surprise
     
  3. Disgust
     
  4. Anger
     
  5. Fear
     
  6. Contempt
     

  
  
  - These are already present in young children
  - Our brains develop until about 25 years of age

• There are several perspectives on emotions. Name and explain the most important components.

  Affect   (I , M)
  Experiencing a subjective feeling
  
  Cognitive   (C , I , M)
  Can follow an emotion and affect thoughts
     Ex: - Have I just payed for this lukewarm beer? (disappointment)
           - Let's not stay here for dinner then (loss of trust)
  
  Physiological   (C, I , M)
  Paired to physiological changes
     Ex: Fear -> increased heart rate, sweating, pupil dilatation
  
  Motivational   (M)
  Emotions influence (intended) behaviour -> Prepared for an action
     Ex: I apologised in a letter because I felt a lot of guilt
  
  Expressive   (C)
  Observable physical aspects
     Ex: facial expression, body language, intonation

• Emotions are concentrated on something / someone. What does this mean?

  A specific internal / external stimulus causes a certain emotion that is often expressed towards the source, but can also be misdirected (this is called displacement)
  
  Ex: The scary bridge and the normal bridge. Man felt the need to act up in the scary bridge because it was a danger situation.

• What is the difference between benign & malicious envy?

  Benign envy: Directed at deserved success, which one desires for himself and which motivates to improve one's own situation
  
  Malicious envy: Directed at the undeserved advantage and can lead to a motivation to harm others
  
       Specific conditions of situations activate specific emotions

• What is the carry-over effect?

  An emotion can influence behaviour in a way that is disconnected from the cause of the emotion.
  
     Ex: Seeing a sad film affects the desire to sell / buy a mug