CONSUMER PSYCHOLOGY: (W??):

  • interaction of affect + cognition, behaviour and the environment - exchange of aspects of life

  • behaviour of consumer or decision maker in the marketplace

  • applying the understanding of human behaviour and mental processes to the market, promotion of consumer products and services

HISTORY:

  • APA, section made in 1962

    • Wundt’s study of attention in 1800s is important

  • Harlow Gale (late 1800s)

  • Munsterberg (1913) psychology in a business setting

JOHN. B. WATSON:

  • father of behaviourism

  • advertising agent, opportunity to sway peoples thoughts

  • appeal to emotions and stimulate desire

WILLIAM JAMES:

  • the meaning consumers attach to possessions

  • dual processing theories - associative and true reasoning thinking

  • system 1 + 2 (used in the marketing circles)

DIFFERENT KINDS OF CONSUMPTION:

  • implications like sustainability

  • SYSTEM 1 (FAST):

    • automatic, intuitive, instinctive, primary, rapid, blind

  • SYSTEM 2 (SLOW):

    • considered, effortful, focused, secondary, slower, lazy

SENSORY CONSUMER SCIENCE:

  • 5 main sesnes: vision, taste, touch, smell, hearing

  • affect consumers subconsciously and consciously (powerful tool)

  • senses help construct a coherent interpretation

LOGO SHAPE:

  • circular logo implies comfort, angular implies durable (sofa, shoe)

MARKETING WITH SCENT:

  • ‘sell by smell’ - Forbes (1934)

  • matching scent to product or user, rose and vanilla better for women

TOUCH:

  • communicates: texture, hardness, temperature, weight

  • motives: instrumental, tactile (non-tactile), hedonic

  • haptic wesan mobile devices

  • e.g. touch screen for ordering food - mental stimulation + visual imagery for eating it

FOOD PERCEPTION:

  • taste aligneed with olfactory input

  • visual dominance effect - perception is guided by visual input

    • professional wine tastes align taste with aroma, flavour + colour

ATTENTION:

  • focus on specific stimulus, tune our irrelevant elements

  • increase in clutter, decrease in attention

  • selective visual memory = choose + selectively attend to specific stimulus

  • exposed to something novel, process it more

  • cognitive elaboration = determining if info will be applicable in memory

  • vivid message, contrasting stimulus (capture attention)

MEMORY:

  • 3 types → semantic, episodic + procedural

  • autobiographical memory = vivid recollections, multisensory, emotive

  • priming + memory = thing in environment causes subtle changes in cognitive affect, without awareness. perceptual priming + conceptual priming

PERCEPTION:

  • instantaneous understading of consumer stimuli that they encounter

  • Gestalt school of psychology → human processes info in a holistic fashion

  • ‘laws of perception’ - mind ‘interprets’ what a person sees

  • principle of closure, visually close gaps when identifying familiar image so it is percieved as a whole

  • proximity principle

CONDUCTING RESEARCH:

  • done in USA, theoretical frameworks not applicable to different cultures

  • limited borders

QUANTITATIVE + QUALITIATIVE RESEARCH:

  • experimental studies take time, pre-testing + networking

  • mostly quantitative

  • results are valuable, to the point they are overgeneralised

  • qualitative approaches, holistic based theories

  • 5/44 direct replications of marketing studies have been successful

REPLICATION CRISIS:

  • replication failures = problem with research

  • type 1 error : false positive

  • type 2 error : false negative

  • 36% of replication studies have significantly bad results

1) PUBLICATION BIAS:

  • null results, complicated results, attempts to replicate were false

  • journals favor novel findings or positive

  • must publish to get hired

2)QRPS: P-HACKING + HARKING:

  • p-hacking = manipulating data to fnd positive results, more interesting

  • HARKing = Hypothesising After Results are Known

  • reporting only successful studies

3) LOW STATISTICAL POWER:

  • the liklihood that a study will detect an effect where there is an effect to be detected

  • increase sample size, costly + time consuming

4) SCIENTIFIC MISCONUCT:

  • ‘bottomless bowls’ = mindlessly guzzle down soup so long as our bowls are refilled

  • ‘bad popcorn’ = gobble up stale food when presented in large quantities

LOOKING FORWARD:

  • omnichannel customer experience