| 0:00:03 | my research focuses on consumers psychology primarily and i'm most interested in consumer emotions and |
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| 0:00:09 | how emotions shape consumer judgements and decisions |
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| 0:00:12 | i like to study situations in which consumers indulge for example when they buy a |
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| 0:00:17 | luxury product or when they attack that chocolate okay |
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| 0:00:20 | because this information is are extremely reach emotionally for example consumers may wish to buy |
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| 0:00:25 | a mikes are car but they also may wish to control their expenses and as |
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| 0:00:29 | a consequence if they decided by the card game if you happy for having purchase |
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| 0:00:34 | the car of their dreams but are also you see for having spent so much |
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| 0:00:39 | money |
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| 0:00:39 | a big part of the literature in decision making assumes a more rational canonical perspective |
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| 0:00:45 | which are used that we are rational agents and that emotions shouldn't the fact that |
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| 0:00:50 | we're choices but as a study the subject i learned that emotions not only shape |
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| 0:00:55 | a great deal of our thoughts decisions and behavior |
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| 0:00:58 | but also their emotions explaining a great deal for connections with products brands and companies |
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| 0:01:03 | if the same for positive emotions right and happiness for example are positive emotions that |
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| 0:01:08 | can affect consumers differently in one study mike authors and i interview consumers ahead purchase |
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| 0:01:14 | the lecture product in the last one year |
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| 0:01:16 | and we found that cry tense the last longer than happiness so the more time |
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| 0:01:21 | has passed after consumers made that purchase the problem they were and the last happy |
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| 0:01:27 | or the last excited they were about the purchase |
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| 0:01:29 | this suggests that products are brands the generative feeling of pride make it consumers connected |
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| 0:01:35 | to the brand for a longer time |
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| 0:01:38 | brandon companies can be seen as people they have their characteristics in the personalities so |
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| 0:01:43 | imagine that there is one person a with her characteristics of personality and myself a |
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| 0:01:48 | consumer with my |
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| 0:01:49 | my characteristics and personality we may both be nice people but for us to develop |
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| 0:01:54 | something meaningful to develop a strong connection and loyalty there must be an emotional match |
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| 0:01:59 | between us |
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| 0:02:00 | so brands they not only have to be a fancy intrusive their personality and be |
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| 0:02:05 | consistent interactions but they also have to know how to connect emotional easter customers to |
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| 0:02:11 | generate this love and loyalty between a consumer in the bright |
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