Week 4

Question 1

mood

Answer 1

a generally positive or negative feeling, possibly evoked by a situation, person or product

Question 2

emotions

Answer 2

affective responses to stimuli in our environment, they are more specific than mood

Question 3

Plutchik’s 8 basic emotions

Answer 3

1. fear
2. anger
3. happiness
4. sadness
5. trust
6. disgust
7. anticipation
8. surprise

Question 4

positive emotions

Answer 4

1. happiness
2. contentment
3. nostalgia
4. hope
5. pride
6. trust

Question 5

associative learning

Answer 5

influence attitudes and behavior through association of a positive feeling with the brand, message or service that accompanies it

Question 6

happiness

Answer 6

intense positive feeling (possibly evoked by humor, smiling faces) related to joy

Question 7

contentment

Answer 7

a positive feeling related to satisfaction and being relaxed

Question 8

nostalgia

Answer 8

positive emotion characterized by a longing to return to an idealized, rose-tinted past

Question 9

hope

Answer 9

a feeling of expectation and desire for a particular thing to happen

hope can draw attention and encourages systematic processing

forward looking emotion

Question 10

pride

Answer 10

an emotion used to remind people that they belong to a particular group, for instance, and that that is something to be proud of

that evoking pride is most effective when highlighting a future achievement you can be proud of (forward-looking emotion)

Question 11

trust

Answer 11

There are 3 key aspects to trust:

1. Persuader should take consumers seriously, and be sensitive to and concerned about their interests
2. Persuader should possess a certain level of genuine expertise or competence
3. Persuader should have integrity

Question 12

negative emotions

Answer 12

1. fear
2. worry
3. regret
4. guilt
5. shame
6. anger
7. disgust
8. contempt

Question 13

fear appeal

Answer 13

a persuasive message that attempts to arouse fear in order to discourage behavior. It presents a risk, presents the vulnerability to the risk, and then may, or may not suggest a form of protective action

Question 14

4 factors of the extended parallel process model

Answer 14

1. susceptibility to the risk
2. severity of the risk
3. response efficacy
4. self-efficacy

Question 15

worry

Answer 15

a milder form of fear, fueled by possible negative future outcomes

Question 16

regret

Answer 16

a negative emotion invoked by the realization that a different past choice would have resulted in a better outcome

Question 17

guilt

Answer 17

an emotion is which people condemn their BEHAVIOR

Question 18

shame

Answer 18

an emotion is which people condemn their PERSONALITY

Question 19

anger

Answer 19

strong uncomfortable and hostile response to a perceived provocation, hurt or threat

Question 20

contempt

Answer 20

the feeling that a person or a thing is worthless or beneath consideration

Question 21

disgust

Answer 21

a feeling of revulsion or strong disapproval aroused by something unpleasant or offensive

Question 22

neuromarketing

Answer 22

using the basal responses in structures like the nucleus accumbens to predict whether we experience a stimulus as positive, instead of relying on self-reporting

Question 23

4 factors regarding the effectiveness of punishment / reward

Answer 23

1. timing
2. consistency
3. extremity
4. variation

Question 24

instrumental punishments/rewards

Answer 24

physical punishment or reward such as money, prison sentence, fine

Question 25

social punishments/rewards

Answer 25

being rewarded/punished in the context of other people, e.g. getting compliments, receiving approval or praise, or begin shamed for other people to see

Question 26

naming and praising

Answer 26

praising someone publicly

Question 27

naming and shaming

Answer 27

shaming someone publicly