1. intro affect and cognition
TRANSCRIPT
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Consumer BehaviorFall 2010
Week 1
Dr. Liat Hadar
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Class Materials
� Course lectures
� Reading materials
� Chapters from Dan Ariely’s book “Predictably Irrational”.
� 3 Journal articles (available on the course website)
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Requirements and Grading
Midterm (30%)
Exam (70%)
_________________________________
Total (100%)
Optional:
Midterm (30%)
Exam (70 - X%)
Participation in experiments (X%, up to 10%)
_________________________________________
Total (100%)3
Midterm: 30%
� Closed materials
� Based on lecture, discussion, and course reading materials
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Exam: 70%
� Closed materials
� Based on lecture, discussion, and course reading materials
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Administration
� Office hours: By appointment
� Doors close 10 minutes after class starts
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Introduction
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Why Study the Psychology of Consumer
Behavior?
� Understand how consumers make decisions
� Understand how to influence consumers’ behavior and
decisions
� Improve your own decisions
� A few examples:
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Real Estate Examples
� Imagine that a potential buyer is about to see your house this
evening. What would you do to increase his or her interest?
� Danny lives at 80 Washington St. Ben lives at 30 Federal Av.
� Who is more likely to receive higher bids on his house?
� Dana suggests that her parents set a minimal price of
$248,307 on their house. Her sister, Anna, suggests that the
minimal price is set to $250,000.
� Which is expected to yield higher offers?
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Marlboro Ads
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Course Topics
� Affect and Cognition
� Motivation
� Perception
� Attitudes
� Conducting experimental research
� Decision-making
� Learning
� Environment and culture
� Consumer behavior and marketing strategy
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Consumer Behavior: Big Business
� The average American consumes about 280 mg of caffeine
each day, or three eight-ounce cups of coffee.
� Americans currently drink nearly 35 billion glasses, or seven
gallons per person, of iced tea every year.
� Beer accounts for nearly 87% of all alcohol beverages
consumed in the U.S.
� The average American drinks approximately 23 gallons of beer every
year.
� 55.1% of all beer drinkers are college educated, while 38.9% are high
school dropouts.
� 12% of grocery products become “cabinet castaways”
� Most typical branded castaway: Tabasco Sauce.
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Consumer Behavior Matters
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Getting Close to the Consumer
� “Excellent” companies are close to the consumer.
� Strategy must be informed by what consumers are
doing/seeking
� Revlon: “In the factory we make cosmetics. In the store we sell hope.”
� Brand-name vs. Private-label
� Importance of creativity or “marketing imagination”
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The Evolving Philosophy of Marketing
� Production Concept
� Product Concept
� Selling Concept
� Marketing Concept
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Contrasting the Approaches
Selling Concept Marketing Concept
Orientation Internal,
Product-focused
External,
Customer-focused
Goal Profit through volume
Profit through
customer satisfaction
Means Selling Determine needs/wants and deliver more effectively than
competition
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Implications of Shift in Orientation
� Focus on more than just one transaction
(relationship marketing, branding, etc)
� Focus on consumer research
� Focus on competitive advantage
� Focus on BENEFITS to your customers delivered through
product features.
Move to Outward Focus
Products & Processes
Customers & Competitors
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Framework for Consumer Analysis
� Elements
� Affect and cognition
� Behavior
� Environment
� Marketing strategy (part of environment)
� Reciprocal determinism
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“The Consumer Wheel”
Consumer
Environment
Marketing
Strategy
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Affect and Cognition
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Types of Affective Response
Affective Type
Response
Physiological
Arousal Level
Feeling Intensity
or Strength
Examples of
Positive, Negative Affect
Emotions High arousal Stronger Joy, love
Fear, guilt, anger
Specific feelings Warmth, appreciation,
satisfaction
Disgust, sadness
Moods Alert, relaxed, calm
Blue, listless, bored
Evaluations Lower arousal Weaker Like, good, favorable
Dislike, bad, unfavorable
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The Somatic Component of Affect
� Physiological arousal
� GSR
� EEG
� Blood pressure
� Pupillometry
� Facial expressions
� Paul Ekman’s Work
� Universal Emotions
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Six Basic Emotions
DisgustFearAnger
SadnessJoySurprise23
The Somatic Component of Affect
� Physiological arousal
� GSR
� EEG
� Blood pressure
� Pupillometry
� Facial expressions
� Paul Ekman’s Work
� Universal Emotions
� Facial feedback hypothesis
� Smiling and Success
� Smiling and advertisement
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Smiling and Advertising
(Labroo & Patrick, 2009)
�☺ �
Abstract: “Invest in your future health”
Abstract Concrete Abstract Concrete Abstract Concrete
Concrete: “Ensure your health today”
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Smiling and Advertising
0
1
2
3
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Positive Netural Negative
Pu
rch
ase
Inte
nti
on
Abstract ad
Concrete ad
(Labroo & Patrick, 2009)26
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Affect
� Affective system primarily
reactive
� Responses immediate and
automatic
� Not under voluntary control
� Responds to virtually any
type of stimulus (e.g.,
physical, social)
• Example: How do you feel
about:
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Cognition
� Mental processes include understanding, judging, planning,
deciding, thinking
� Cognitive responses:
� Knowledge
� Meanings
� Beliefs
� McDonald’s is a fast food restaurants
�
� McDonald’s has a diversified menu
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Cognition
� Cognitive activities are localized in brain
� Specialization of function
� e.g., hemispheric lateralization
� Much cognitive activity not conscious
� Stroop effect (Stroop, 1935)
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Stroop Effect
Please name the ink color of the following words:
xxxxxxxxxxxxBlueRedYellowBlueRedBlueYellow
Reading is an automatic, unconscious, process
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Next Week
� Affect-Cognition Interaction
� Thinking: Memory & Knowledge Structures
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