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In September 2015, all of the United Nations Member States adopted a “shared blueprint for peace and prosperity for people and the planet, now and into the future” (UNESCO, n.d.). The 17 Sustainable Development Goals (SDGs) are “an urgent call for action by al...

Continue Learning As an example of Classical Conditioning, explore the repeated pairing of Royale toilet paper and its imagery of fluffy white kittens. Describe how this learning theory is being used and how it may impact a consumer. Pick a well-known or p...

Personality is derived from our interactions with and observations of others, from our interpretations of those interactions and observations, and from our choices of which social situations we prefer to enter or avoid (Bandura, 1986). In fact, behaviourists s...

Continue Learning Watch Dan Pink’s Ted Talk on Motivation. How do his examples and discussions on incentives challenge our understanding of motivation? Track your consumer purchases for one week: make a list of those purchases that would be considered “hig...

Depending on a consumer’s experience and knowledge, some consumers may be able to make quick purchase decisions and other consumers may need to get information and be more involved in the decision process before making a purchase. The level of involvement refl...

Motivations are often considered in psychology in terms of drives, which are internal states that are activated when the physiological characteristics of the body are out of balance, and goals, which are desired end states that we strive to attain. Motivation ...

Every New Year, many of us make resolutions — or goals — that eventually go unsatisfied: eat healthier; pay better attention in class; volunteer, exercise more. As much as we know our lives would improve if we actually achieved these goals, people quite often ...

As we have seen, our memories are not perfect. They fail in part due to our inadequate encoding and storage, and in part due to our inability to accurately retrieve stored information. But memory is also influenced by the setting in which it occurs, by the eve...

Absolute thresholdA term that refers to the smallest (minimal) level of a stimuli (e.g. sound; sight, taste) that can still be detected at least half of the time. AttentionFollowing "exposure" in the perceptual process, Attention describes the dedicated effor...

The most exciting advertisement is worthless if it doesn’t make a reasonably lasting impact on the receiver. So, advertisers need to understand how our brains encode, or mentally program, the information we encounter that helps to determine how we will remembe...

In contrast to behavioural theories of learning, cognitive learning theory approaches stress the importance of internal mental processes. This perspective views people as problem solvers who actively use information from the world around them to master their e...

Learning refers to the relatively permanent change in knowledge or behaviour that is the result of experience. Although you might think of learning in terms of what you need to do before an upcoming exam, the knowledge that you take away from your classes, or ...

Associative learningAn aspect of behavioural learning theory involving the repetitive pairing of stimuli over time in order to form a strong connection (association) beween two items. Behavioural learning theoriesLearning theories that focus on how people res...

Continue Learning Read this “Hub Spot” article, “The Little Known Stories Behind 8 Iconic Packaging Designs,” and make note of how our sensory receptors are being appealed to through these designs. Read this “Explore Psychology” article, “Absolute Threshol...

Positioning refers to the development of strategy that helps to influence how a particular market segment perceives a brand, good, or service in comparison to the competition. Positioning is all about defining a space in the mind of the customer — something th...

Perception is how you interpret the world around you and make sense of it in your brain. You do so via stimuli that affect your different senses — sight, hearing, touch, smell, and taste. How you combine these senses also makes a difference. For example, in on...

The topics of sensation and perception are among the oldest and most important in all of psychology. People are equipped with senses such as sight, hearing and taste that help us to take in the world around us. Amazingly, our senses have the ability to convert...

One of the most important psychological approaches to understanding personality is based on the theorizing of the Austrian physician and psychologist Sigmund Freud (1856–1939), who founded what today is known as the psychodynamic approach, an approach to under...