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Hi! Welcome to a brief introduction to
the Psychology of Consumer Behaviour GSSC1026
I'm Karen Hamilton from the School of Liberal Arts and Sciences
at George Brown College
There's an evangelical mission afoot
It's the Reverend Billy's unholy war on consumption
The Reverend of the Church of Stop Shopping
has just exorcized the demons from a cash register
and yelled out the warnings of The Shopocalypse!
Adbusters is telling us to turn off our TVs
and stop shopping on Buy Nothing Day
The American president goes on TV after 9/11
and tells everyone to go out and shop.
And we do SHOP
We live in a world of constant sensation
colours, sounds and odours
rarely are we away from a marketing pitch
We are no longer surprised if a Whizmark
urinal communicator speaks about a product
or if a basketball player does his hair in the shape of a Goodyear tire.
Manufacturers are spending more to design packages
that blink, beep, yell
and waft scents at us
and neuromarketers are using modern techniques
like magnetic resonance imaging
to see what is going on in our brains
when we react to a product.
Have we turned into Pavlov's Dogs
going about our lives until we hear the bell
that makes us take out our wallets
and spend, spend, spend?
Why do we buy?
Do we buy things because of need?
Or is it because of a want
that a marketer has convinced us we need?
Just how does a marketer convince us to buy
one particular product over another
even though the other may be better or lower priced?
And why do we become loyal to one particular brand?
Are we less happy because of the gap
we see in what the media tells us
we need and what we have?
In the Psychology of Consumer Behaviour
we'll look at how perception
learning, memory, attitudes
and group behaviour
are used by marketers
to influence the consumer decision making process
We'll look at the marketing process
from the perspective of a marketer
as well as from the perspective of a discriminating consumer
and we'll learn about how possessions
influence the way we feel
about ourselves and others.
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