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Behavioural dimensions
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Behavioural dimensions

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  • Anger - Align with your customer (Tata chai)Disgust – cleaning productsFear –Happiness –smilesSadness - nostalgia

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  • 1. Emotions: Sequence • Cognitive appraisal: provides an evaluation of events and objects • Bodily symptoms: the physiological component of emotional experience • Action tendencies: a motivational component for the preparation and direction of motor responses. • Expression: facial and vocal expression • Feelings: the subjective experience of emotional state once it has occurred
  • 2. Dimensions
  • 3. Types of emotions • Anger • Disgust • Fear • Happiness • Sadness • Surprise
  • 4. Surprise • Is addictive – birchbox • Changes behaviour • Is cheap – • Fuels long lasting association – ‘marriages?’ Jet blue
  • 5. Motivation • Maslow • Herzberg
  • 6. Maslow • Human beings have wants and desires which influence their behavior. Only unsatisfied needs influence behavior, satisfied needs do not. • Needs are arranged in order of importance to human life, from the basic to the complex. • The person advances to the next level of needs only after the lower level need is at least minimally satisfied. • The further the progress up the hierarchy, the more individuality, humanness and psychological health a person will show.
  • 7. Alderfer’s ERG • Existence • Relatedness • Growth
  • 8. Attention • Cognitive inhibition • Bottom up • Top down
  • 9. Hofstede’s cultural dimensions • Power distance • Individualism • Uncertainty avoidance • Masculinity • Long term orientation • Indulgence vs restraint