• View the Talks
• 72 min
  1. Consumer behavior: why we buy

  • Prof. Michael R. Solomon
• 26 min
  2. Aesthetics and consumption

  • Prof. Annamma Joy
• 45 min
  3. Transformative consumer research

  • Dr. Ekant Veer
• 55 min
  4. Public policy and marketing research and practice

  • Prof. Ronald P. Hill
• 32 min
  5. Please touch: how your sense of touch can influence marketing decisions

  • Dr. Joann Peck
• 33 min
  6. Learning & memory

  • Dr. Carolyn Costley
• 17 min
  7. Neuromarketing and consumer neuroscience

  • Prof. Martin Reimann
• 50 min
  8. Motivation and self-concept

  • Prof. Judy Zaichkowsky
• 47 min
  9. Organizational buying

  • Prof. Greg W. Marshall
• 42 min
  10. Affective decision-making

  • Prof. Rebekah Russell-Bennett
• 38 min
  11. Gender and consumption

  • Prof. Linda Scott
• 46 min
  12. Personality and psychographics

  • Dr. Namita Bhatnagar
• 24 min
  13. Social values and cross-cultural factors in consumer behavior

  • Prof. Lynn R. Kahle
• 43 min
  14. Why we buy; shopping and the purchasing environment

  • Prof. Vincent-Wayne Mitchell
• 57 min
  15. Word-of-mouth communication and opinion leadership

  • Prof. Allan J. Kimmel
• 31 min
  16. Social media and consumer behavior

  • Dr. Tracy Tuten
• 39 min
  17. Subcultures and socialization

  • Prof. Lisa Peñaloza
• 43 min
  18. Why we buy? Culture as a buying motivator

  • Prof. Søren Askegaard
• 24 min
  19. Why people buy fashion

  • Prof. Efrat Tseëlon
  • Dr. Maria Graça Guedes

Printable Handouts

PDF

Navigable Slide Index

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