Cognitive appraisal and bodily symptoms occur first in the emotional experience sequence. This is followed by action tendencies for motor responses, facial and vocal expression, and subjective feelings. There are six main types of emotions: anger, disgust, fear, happiness, sadness, and surprise. Surprise can fuel long-lasting associations and change behavior in an addictive way. Maslow's hierarchy of needs proposes that human motivation is based on unsatisfied needs, from basic physical needs to more complex psychological needs. As lower needs are satisfied, people advance to meet higher-level needs.

2. 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

3. Dimensions

4. Types of emotions
• Anger
• Disgust
• Fear
• Happiness
• Sadness
• Surprise

5. Surprise
• Is addictive – birchbox
• Changes behaviour
• Is cheap –
• Fuels long lasting association – ‘marriages?’
Jet blue

6. Motivation
• Maslow
• Herzberg

7. 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.

8. Alderfer’s ERG
• Existence
• Relatedness
• Growth

9. Attention
• Cognitive inhibition
• Bottom up
• Top down

10. Hofstede’s cultural dimensions
• Power distance
• Individualism
• Uncertainty avoidance
• Masculinity
• Long term orientation
• Indulgence vs restraint