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1. Introduction
2. The emotional oracle effect
3. Lecture outline
4. Types of consumer decisions
5. Unconscious decisions
6. Traditional approach
7. Three approaches
8. Origin of the approaches
9. Consumers as emotion experiencers
10. Definition of emotions
11. How do emotions influence decision-making?
12. Primary and secondary emotions
13. How does emotion affect our decision-making?
14. Sad images
15. Activity one
16. Happy image
17. Activity two
18. Affective events theory
19. AET and complaints
20. Maintaining our emotions
21. Consistency in thoughts, feelings and behaviours
22. Emotion as information: lovemarks
23. Emotion as information: hatemarks
24. Emotions as social information
25. Creating an emotional-differentiator (1)
26. Creating an emotional-differentiator (2)
27. What do consumers desire?
28. Marketing 'desire'
29. Affective forecasting
30. Anticipated regret
31. Anticipated sadness
32. Anticipated happiness
33. Emotions are social
34. Emotions and advertising
35. Triggering 'fear' emotions
36. In summary
37. Acknowledgments

Topics Covered

• Types of consumer decisions
• Unconscious decisions
• Emotion based decisions
• Habitual decisions
• Primary and secondary emotions
• Affective events theory
• Affect infusion model
• Affect as information
• Emotions as social information
• Marketing desire
• Affective forecasting
• Anticipated regret, sadness and happiness
• Emotions and advertising
• The use of fear

Links

Series:

• Why We Buy: Understanding Consumer Behavior

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on August 26, 2013