Consumer behavior s.4

Question 1

Personality, biological approach:

Answer 1

Temperament + Character = Personality
Character is the cultural dimension and how we react.
temperament is the genetic dimension

Question 2

Evolution theory:

Answer 2

It is very important to know everything about emotions (route, types of emotions, how they work…)

Question 3

The brain:

Answer 3

less complexity -> more complexity.

Question 4

Main 4 functions of human mind:

Answer 4

• level 1 to do
  -level 2 to feel
  -level 3 to say
  -level 4 to think
  hardware is the brain and software is the mind

Question 5

the role of brain& mind:

Answer 5

• innovation (what are we going to do newer?)

- learning (what are we going to do better?)

Question 6

Two hemispheres of the brain :

Answer 6

linked by corpus callosum
Left: logic, math, language, reading, writing, analysis
Right: personality, creativity, intuition, music, art, spatial abilities

Question 7

Biochemistry & personality (Eysenck):

Answer 7

the four personalities melancholic, choleric, phlegmatic and sanguine.
the melanholic and choleric are unstable, while the phlegmatic and sanguine are stable. The melanholic and phlegmatic are introverted (high arousal level, don’t look for social stimuli) and the choleric and sanguine are extroverted (low arousal level, they look for social stimuli).

Question 8

the brain as a computer:

Answer 8

the physics, electricity, nerve impulses

Question 9

the brain as a cocktail

Answer 9

the chemistry, neurotransmitters, hormones

Question 10

Neuromarketing:

Answer 10

tracking the emotions with :

1. fMRI (limbic system)
2. Brainwaves EEG (brain cortex)
3. Facial coding (face)
4. Skin conductance (skin, biometrics, body)
5. eyetracker

Question 11

System 1 vs system 2 :

Answer 11

fast thinking vs slow thinking

system 1 is the limbic system, system 2 is the pre-frontal lobe.an emotional connections vs a good reason why