Emotions Flashcards

Question

What is perceived behavioural control?

Answer 1

Perceived behavioural control – Belief in one’s ability to perform the behaviour. Higher perceived control, the higher the likelihood of action. Role of online shopping being less barriers like geography - Counterfeit goods, online reviews - Boosts confidence and reduces uncertainty.

Answer 2

Desire – reflects the strength of wanting to perform an action. Mediates between attitudes, norms, control, and intention. Links to hedonic shopping. Impulse purchasing FOMO – link to neuroticism.

Answer 3

Play a significant role in influencing a person’s intentions and subsequent actions. These emotions can either motivate or deter a person from pursuing a particular goal, depending on whether the anticipated feelings are positive or negative. These emotions are often predictive in nature. Link to Shein with people knowing its bad or McDonalds being unhealthy.

Answer 4

Past behaviour can be an important factor influencing future behaviour because it provides insights into what someone has done before and how that might affect their current goals, intentions, and actions. Past behaviour is often linked to habits. Influences brand loyalty and attachment – Link to Apple having high brand loyalty or Starbucks rewards app.

Answer 5

Anticipated positive emotions → Dieting and exercising (Perugini and Bagozzi, 2001). - Measured as an index of various emotions e.g. excited, happy, proud, delighted, self-assured. - Anticipated negative emotions → Studying for exams. Anticipated negative emotions → Environmentally concerned-behaviour (Carrus et al., 2007). - Measured as an index of different negative feeling e.g. angry, guilty, unsatisfied, depressed, disappointed. - Past behaviour measured through recency and frequency

Answer 6

- Consumers’ decision making process is not always sequential. - The model doesn’t capture the dynamism of decision making i.e. anticipated, immediate and post-decision emotions. - The context determines which anticipated emotions are influential. - Psychographic variables are not captured in the model (e.g. personality features, use of coping mechanisms, cultural differences).

Answer 7

A key strength of the Model of Goal-Directed Behaviour (MGB) is its focus on anticipated emotions, which helps individuals become more aware of how their feelings influence their goals. This emotional awareness can improve health-related decision-making, as people are more likely to act in ways that bring about positive emotions or help avoid negative ones. For example, someone may anticipate feelings of pride or relief after exercising, which motivates them to follow through with a fitness routine. Brands like Fitbit use this by promoting emotional benefits such as feeling in control or achieving personal milestones, which encourages users to maintain healthy behaviours. By acknowledging emotions as part of goal pursuit, the MGB supports more sustained and meaningful behaviour change, especially in areas like health and well-being.

Answer 8

Ads like Gatorade with Michael Jordan and Adidas with Kobe Bryant are strong examples of how athletes can influence teenagers through social influence, a key part of the Model of Goal-Directed Behaviour (MGB). These athletes are seen as successful, disciplined, and admired, so teens often look up to them as role models. When Gatorade used the slogan “Be Like Mike,” it encouraged young people to chase similar goals—like being athletic, confident, and respected. Adidas used Kobe Bryant to promote focus, hard work, and determination, inspiring teens to follow that mindset. These ads create emotional desires—like wanting to feel proud, accepted, or part of a winning group—which motivates behaviour. MGDB explains this by showing how goals are shaped by what people value emotionally and socially, and athlete ads use that to drive real-world action, like exercising more or buying certain products.

Answer 9

The COVID-19 pandemic has worsened financial difficulties for low-income households, with rising costs and job losses making it harder to achieve personal goals. For example, while families may want to eat healthier or exercise, the increased cost of food and lack of affordable fitness options create significant barriers. Financial stress can also reduce motivation, making it harder to prioritize health. This highlights a limitation of the Model of Goal-Directed Behaviour (MGB), which focuses on internal factors like attitude and desire but doesn’t fully account for economic challenges, such as inflation and job insecurity, that impact goal achievement.

Answer 10

Advertising often treats the world as one market, but it should focus on specific cultural values like individualism and collectivism to better align with the Model of Goal-Directed Behaviour (MGB). The MGDB highlights how internal motivations and emotions drive goals, but these are shaped by cultural values. In individualistic cultures like the United States, ads promote personal success and independence, aligning with goals focused on self-advancement, like Nike’s “Just Do It” campaign. In collectivist cultures like Japan or China, ads focus on group harmony and community, supporting goals that prioritise collective well-being. Global brands that use a one-size-fits-all advertising approach risk missing these cultural differences. By tailoring ads to specific cultural values, brands can better connect with local motivations and create more effective campaigns that resonate with goal-directed behaviours.

Answer 11

One of the biggest successes of the Dove campaign is that it started a global conversation about beauty. The campaign focused on the problem of using unrealistic images in advertising, which narrow the idea of beauty. Dove wanted to change this by featuring real women who don’t fit traditional beauty standards, like older women with wrinkles and plus-size women. These women connected with the audience because they were relatable and offered a fresh perspective. The campaign became very popular, with models appearing on major American talk shows like The View, Good Morning America, The Today Show, Ellen, and Geraldo. This attention led to about $150 million in free publicity for Dove.

Answer 12

Multiple investigations have revealed Shein's repeated violations of Chinese labor laws. Reports have shown that workers producing Shein’s $7 crop tops work in unsafe conditions, often earning minimum wage without contracts. The brand relies heavily on virgin polyester, a cheap and highly polluting material that has a production process releasing three times more carbon than cotton and never biodegrades. Shein’s marketing, often using FOMO (Fear of Missing Out), promotes fast fashion by normalizing the purchase of large quantities of cheap clothes, most of which are discarded after only a few uses.

Answer 13

Coca-Cola’s ads effectively tap into emotions, promoting feelings of happiness and warmth through images of people sharing drinks and laughing. This fosters a positive connection with the brand, strengthened by familiar symbols like its iconic logo and glass bottle. However, Coca-Cola also faces criticism for its environmental impact, contribution to childhood obesity, and involvement in human rights issues in countries like India and Colombia, highlighting the broader negative consequences of its success.

Emotions Flashcards

(37 cards)