Consumer behavior s8.

Question 1

Humanism:

Answer 1

Introspection
Awareness
Unique person
The positive part of the personality
Self actualization
Motivation
Creativity

Question 2

Humanistic Approach

Answer 2

Is based on the premise that to understand a person you must understand her/his unique view of reality.
It focuses on phenomenology, wich comprises everything a person hears, feels, and thinks, and which is at the center of her humanity and may even be the basis of free will.
Emphasizes that the object of the psychologist´s scrutiny is a fellow human who can scrutinize right back and form her/his own opinions

Question 3

Humanism + qualitative:

Answer 3

unconditional acceptance of the consumer point of view (active listening)
To understand the unique view of reality from the consumer perspective.
Not only do different individuals have different views of reality (In-Depth Interviews), but different cultures do too (Group Discussions).

Question 4

Pillars of qualitative research:

Answer 4

To connect with the consumer point of view (to put oneself in someone else´s shoes).
Unconditional listening and acceptance of the other´s perspective.
Empathy.
To be 100% here and now  the present.
Completely consumer centric.

Question 5

Phenomenological principle:

Answer 5

Reality is what you make it.
The way you experience the world is the most important psychological fact about you.
The model/concept you have about the world.
The “glasses” you wear to see the external and internal reality

Question 6

Phenomenological approach in humanism:

Answer 6

only place and time in which you exists is in your consciousness, right here, right now.
The present  the past, the future, other people, and other places are no more than ideas and, in a sense, illusions.
You are here now and can choose what to think, say, feel, and do.

Question 7

Carl Rodgers:

Answer 7

founder of humanistic approach

Question 8

Elements of humanistic psychology:

Answer 8

1. Humanistic: study of humans, not animals
2. Holistic: human system is greater than sum of its parts
3. Historic: whole person from birth to death
4. Phenomenological: focus of interior and existential aspects of personality
5. Real life: person in nature, society, and culture-not the experimental lab
6. Positivity: joy, fruitful activities, virtuous actions and attributes
7. Will: choices, decisions, voluntary actions
8. Value: a philosophy of life that describes what is desirable

Question 9

Optimistic humanism:

Answer 9

in America, developed related approach of initial humanism

Question 10

Self-actualisation (Rogers):

Answer 10

People have a basic need to self-actualise, to maintain and enhance life

Question 11

Maslow theory of needs:

Answer 11

physiological, safety, love-belonging, esteem and self-actualisation.
affects the career choice, employee motivation and consumer needs

Question 12

application of pyramid to research :

Answer 12

physiological level (body), psychological level (mind), sociological level (world).

Question 13

Positive Psychology (Seligman):

Answer 13

the rebirth of humanistic psychology, the happy and meaningful life, inherently optimistic, the study of happiness, human strengths.