Consumer behavior s.3

Question 1

What is emotions?

Answer 1

In our brain everything is interrelated to everything, our lifestyle, identity, personality, beliefs/attitudes, emotions, motivations/barriers.
This affects our decision making (output) and our behavior

Question 2

Basic emotions?

Answer 2

happiness, sadness, surprise, fear, anger, disgust

Question 3

The brain are for emotions?

Answer 3

the limbic system (emotional brain) and the amygdala

Question 4

the role of emotions?

Answer 4

play an important role in marketing, communication, commercial actions, and in the customer experience

Question 5

what is the form of attitudes?

Answer 5

They go from more basic & concrete to more abstract and wide. from the biology level, to psychology to sociology level. These are from 5 senses, perception, attention, motivations & barriers, emotion/ congition, beliefs and attitudes, personality, identity, lifestyle

Question 6

what is an attitude?

Answer 6

It is a state of mind in the sense of settled behaviour, a representing feeling or opinion.
a psychological tendency, model or framework to assess the world.
A kind of glasses to relate and assess the external reality.

Question 7

what levels are implied by attitudes?

Answer 7

the collaboration of 3 levels, the behavioural level, the affective level and the congitive level

Question 8

what is the output of attitudes ?

Answer 8

to express a judgement ( good or bad, favourable or unfavourable)

Question 9

An attitude implies ?

Answer 9

1. A way of thinking -> cognitive level (thoughts about a product service or brand)
2. A way of feeling -> affective level (emotions toward a product, service or brand)
3. A mode of behavior -> behavioural level (actions regarding a product…)

Question 10

what are attitudes?

Answer 10

Positons toward the external reality (world, market, category, product…)
the world, ideology, religion, market, category, product, technology, food…

Question 11

An attitude is ?

Answer 11

A psychological construct, a mental and emotional entity that inheres in or characterises a person.
They are complex and an acquired state through experiences.
individuals predisposed state of mind regarding a value and its precipitated through a responsive expression toward a person, place, thing, product , service or brand which in turn influences the individual’s thought and action

Question 12

Attitudes and technophilia (+):

Answer 12

1. behavioural level -> invest money and use devices
2. emotional level -> joy
3. Cognitive level -> always thinking about technology (modernity)

Question 13

Attitudes and technophilia (-):

Answer 13

1. behavioural level -> don’t invest money and avoid devices
2. emotional level -> fear
3. cognitive level -> thoughts are far from technology (traditional)

Question 14

Uses &attitudes studies:

Answer 14

U&A, segmentation, consumer typologies.
the past (social class) and about today (attitudes, personality, lifestyles)