CB Lecture Notes - Consumer Behavior Lecture Notes Prelim 1...

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Unformatted text preview: Consumer Behavior Lecture Notes Prelim 1 Lecture: Rational v. Experiental Systems of the Mind Everyday Evidence of Two Systems Influence of emotions on thinking o Emotional responses diffuse given time Knowing your head v. heart Appeal and influence of stories Irrational fears o Implies there is a rational system v. other system Superstitious thinking o e.g. hitting the elevator button when its clearly already illumninated Rational System of the Mind Logical/semi-rational thinking o Semi-rational because of possible errors in thought process Deliberate and effortful Requires conscious awareness Affects behavior via conscious appraisals Quick to develop and change Slow to activate Operates on abstract symbols, words and numbers Uses negatives (aka desription of what something is not) Highly differentiated and integrated Study: The Unbearable Automaticity of Being When asked to rationally resist emotional system, a person depletes their ability to engage in self-control in a subsequent, entirely unrelated domain o Eating radishes instead of available chocolates makes it difficult to persist in attempting to solve unsolvable puzzles o Suppressing emotional reactions to a movie makes it difficult to solve anagrams Conclusion: Even minor acts of self-control use up a persons self-regulatory resource o Essentially, the rational system is a limited resource The Experiental System Magical/associational thinking Automatic and effortless Can operate outside of conscious awareness Affects behavior via vibes Slow to develop and change o Some exceptions, but usually formed by repeated exposures o Can be overcome with desensitization therapy Fast to activate Operates on concrete images, metaphors, narratives, feeling and emotions Ignores negatives Differentiated and integrated crudely Magical Thinking Laws of Sympathetic Magic o Law of similarity: things have properties of other things they resemble e.g. voodoo dolls o Law of contagion: things have the properties of other things they touch e.g. adding real hair to voodoo doll strengthens the association Laws of Association o Law of similarity: similar ideas activate one another o Law of contiguity: mental concepts that have been activated together come to activate one another Studies: The Law of Similarity When asked to choose between fudge shaped as a disc and as dog feces, most preferred the fudge shaped as a disk o Also preferred rubber in the shape of a sink stopper to shape of vomit When asked to choose between bottle of sugar labeled cyanide and labeled sugar (note: participants put the labels on them themselves), most preferred the bottle labeled sugar When asked to throw darts at pictures, most were more accurate when aiming for so Hitler/someone they dislike than when aiming for JFK/someone they like Students with last names that begin with C & D are less likely to view C & D grades...
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This note was uploaded on 02/10/2010 for the course HADM 3347 taught by Professor Lynn during the Fall '09 term at Cornell University (Engineering School).

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CB Lecture Notes - Consumer Behavior Lecture Notes Prelim 1...

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