Class notes_Notes - Consumer behaviour Class Notes Lecture...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Consumer behaviour Class Notes Lecture 1: Rational vs Experiential Systems of the Mind Our brains have 2 systems The Thinker – rational thinking/ analytic (conscious) Emotional – experience and association with positive and negative emotion (sub- conscious) Implicit attitude: an association between an object and an evaluation cased on the experiential system – passive associations you have experience Implicit Stereotype: association with an experience, classification or a belief Systems of the Mind: Rational Experiential Conscious Unconscious Evidence: - Influence of emotions on thinking “I need to sleep on it” … need to calm down sometimes - Preconscious cognitive effects on emotions 2 theory of emotion cognitive label & physical arouses. - Knowing with your head vs heart - Appeal & influence of stories - Irrational fears - Superstitious thinking (Understand the table pg 711 of article 1)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Lecture 2: Conscious Vs Unconscious Thursday 30 th August - what people cannot know about themselves - what people can know about themselves - what marketing researchers should not do - what marketers must infer People Cannot accurately: - Explain why they feel and behave the way they do - Predict how they will behave/react in the future - Recall what they thought and felt in the distant past - Identify their implicit (unconscious) attitudes/needs/wants - Describe their enduring attitudes right after verbally analyzing the attitude objects Correlations go from -1 – 1 (1 is perfect, 0 there is no correlation, -1 negative correlation) e.g. - 4% of differences in tips can be explained by the customer Motives: Conscious Motives Unconscious Motives Measured By Self-reports Projective techniques Aroused By Explicit incentives Implicit incentives Affects Respondent behaviour Operant behaviours People that need power – strong implicit need for power more engaged, did a better job and usually won the task. Leadership ability
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/20/2009 for the course H ADM 347 taught by Professor Mlynn during the Fall '07 term at Cornell University (Engineering School).

Page1 / 8

Class notes_Notes - Consumer behaviour Class Notes Lecture...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online