Identify at least 3 recent YouTube advertisements that are targeting a consumer between the 3 different levels of Maslow’s Hierarchy of Needs; how cognitive biases, thinking processes and decision-making choices affect consumer behaviors

Identify at least 3 recent YouTube advertisements that are targeting a consumer between the 3 different levels of Maslow’s Hierarchy of Needs; how cognitive biases, thinking processes and decision-making choices affect consumer behaviors 150 150 Affordable Capstone Projects Written from Scratch

Identify at least 3 recent YouTube advertisements that are targeting a consumer between the 3 different levels of Maslow’s Hierarchy of Needs; how cognitive biases, thinking processes and decision-making choices affect consumer behaviors. Elaborate on at least 2 recent personal examples that highlight how your own cognitive biases, thinking processes and decision-making choices affected a recent purchase you had made.

References must be used in this section:

Crash Course (2016). Behavioral Economics: Crash Course Econ 27 [Video file]. Retrieved from https://www.youtube.com/watch?v=dqxQ3E1bubI (10:33)

Sprouts (2017). Maslow’s Hierarchy of Needs [Video file]. Retrieved from https://www.youtube.com/watch?v=O-4ithG_07Q (2:47)

Tomer, G. (2015). Implications of perceived utility on individual choice and preferences: A new framework for designing recommender system. Journal of International Technology and Information Management, 24(2), (Read only between pg 55-58 ONLY) Retrieved from ProQuest Central from the Touro University Library

 

Vozza, S. (2015). 5 Common Unconscious Biases That Lead To Bad Decisions. Fast Company. Retrieved from https://www.fastcompany.com/3045035/5-common-unconscious-biases-that-lead-to-bad-decisions

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MODULE 3: Methods Used to Research Consumption Behaviors

In this module, we will explore the current research to gather evidence about the consumer psychology.

DISCUSSION #1: Based on the assigned reading and materials, explore the reasons why research is needed in the field of consumer psychology.

DISCUSSION #2:

After reviewing the assigned materials and your own research in the Touro library, explain at least one current research method used to study consumer behaviors.

References must be used in this section:
Bomgarder, J. (2016), PBS NOVA Mind Over Money Documentary [Video file]. Retrieved from https://www.youtube.com/watch?v=DWh3Y5OyN34 (52: 58)

 

Tedx Talks (2014). How stores track your shopping behavior | Ray Burke | TEDxIndianapolis [Video file]. Retrieved from https://www.youtube.com/watch?v=jeQ7C4JLpug (16:14)

 

Yakowicz (2015, October) 3 Things Money Does to Your Brain, Inc.com, Retrieved from https://www.inc.com/will-yakowicz/this-is-your-brain-on-money.html

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MODULE 4: Psychological Underpinnings
In this module, we will explore consumer buying decisions models along understanding the disorders of human consumer behaviors in the form of impulse buying and hoarding.

DISCUSSION #1:
1a. After reviewing the assigned materials on the consumer buying decision process, discuss at least 3 components that you believe heavily influence the process. (Hint: review the optional reading on consumer buying decision models).

 

1b. How does culture and socio-economic status affect consumer buying decisions?

DISCUSSION #2: After reviewing the assigned materials on impulsive buying behaviors and hoarding, elaborate on 3 key research findings about the biological or psychological nature of hoarding or impulse buying that contribute towards these product consumption disorders.

References must be used in this section:
Claes, L., Müller, A., & Luyckx, K. (2016). Compulsive buying and hoarding as identity substitutes: The role of materialistic value endorsement and depression. Comprehensive Psychiatry, 68, 65-71. Retrieved from Proquest Central from the Touro University Library

 

Grey, J. (2015). Consumer Buying Decision Process. [Video file]. Retrieved from https://www.youtube.com/watch?v=dcV9y_LLdR8 (3:34)

 

TedX Talks (2015). Hoarding As A Mental Health Issue | Ceci Garrett | TEDxSpokane [Video file]. Retrieved from https://www.youtube.com/watch?v=L0c33pemjLw (9:25)

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MODULE 5: Pre-20th Century Consumption Patterns
In this module, we will explore the rise of conspicuous consumption prior to the 20th century along with its continued existence in the 21st century.

DISCUSSION #1:
After reviewing the assigned materials, explore the various economic, social and psychological factors that contributed to the rise of conspicuous consumption in the 18th and 19th centuries.

DISCUSSION #2: After reviewing the assigned materials, elaborate on 3 key recent psychology related research findings about the presence of conspicuous consumption in our globalized 21st century society.

References must be used in this section:
Burton, S. (2016) Conspicuous Consumption [Video file]. Retrieved from https://www.youtube.com/watch?v=CG7w3qjcJgg (2:16)

Frank. R (2014). Conspicuous Consumption? Yes, but It’s Not Crazy. The New York Times. Retrieved from https://www.nytimes.com/2014/11/23/upshot/conspicuous-consumption-yes-but-its-not-crazy.html?_r=0

Jaikumar, S., & Sarin, A. (2015). Conspicuous consumption and income inequality in an emerging economy: Evidence from India. Marketing Letters, 26(3), 279-292. Retrieved from Proquest Central from the Touro Library

Von Arx, S. (2017). Popular Culture and Consumerism. https://www.youtube.com/watch?v=cE9JvCg_R4w (7:23)
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MODULE 6: 20th Century Consumption Patterns
In this module, we will explore the rise of consumerism during the 20th century along with its continued existence in the 21st century.

DISCUSSION #1: After reviewing the assigned materials, explore the various advertizing, social and psychological factors that contributed to the rise of consumerism in the 20th century

DISCUSSION #2:
2a. After reviewing the assigned materials, elaborate on 4 key recent psychology related research findings about sustainable consumer behaviors.

 

2b. Compare and contrast the impact of consumerism versus sustainable consumer behaviors in your own life. Please provide specific examples.

References must be used in this section:
Coburn, G (2015). A Psychological Analysis of Behavioral Consumerism: Advertising, Decision-Making, and its Implications for Retailers. CMC Senior Theses. Retrieved from   http://scholarship.claremont.edu/cgi/viewcontent.cgi?article=2070&context=cmc_theses

Heinberg, R. (2014). The brief tragic reign of consumerism… and the birth of a happy alternative. Fellowship, 78(1-3), 28-31. Retrieved from Proquest Central from the Touro Library

Kostadinova, E. (2016). Sustainable Consumer Behavior: Literature Overview. Economic Alternatives, 2, 224-234. Retrieved from http://www.unwe.bg/uploads/Alternatives/Elena_9_ALTERNATIVI_br2_2016-en.pdf

The RSA (2016). Frank Trentmann on Consumerism [Video file]. Retrieved from https://www.youtube.com/watch?v=BK036Fei1gI (22:26)

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MODULE 7: 21st Century Consumption Patterns
In this module, we will explore the impact of both millennial consumers and online shopping on the consumption patterns in the 21st century.

DISCUSSION #1: After reviewing the assigned materials, compare and contrast the consumer behaviors of Millennials versus other generations (ex. Baby Boomer, Generation X) of consumers.

DISCUSSION #2: After reviewing the assigned materials, compare and contrast your own online shopping habits versus 3 key results of recent research on online shopping habits.

References must be used in this section:
CBS This Morning (2015). Are Millennial buying habits hurting retailers? [Video file]. Retrieved https://www.youtube.com/watch?v=kKj_48V0YWU (3:18)

Mann, L. (2015). Millennials: Changing Consumer Behavior [Video file]. Retrieved from https://www.youtube.com/watch?v=GwdtMs9ulLE (3:09)

Sunil, . (2015). Trends and practices of consumers buying online and offline. International Journal of Commerce and Management, 25(4), 442-455. Retrieved from Proquest Central from the Touro Library

Zaczkiewicz, A. (2016). Consumer Survey Reveals Online Shopping Habits, Behavior Trends. WWD Retrieved from http://wwd.com/business-news/retail/consumer-survey-online-shopping-behavior-10473209/
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MODULE 8: The Future & Course Wrap Up
In this module, we will explore the concept of the hedonic treadmill and how it affects consumer behaviors. Furthermore, this module will also allow you to reflect on all you have learned in the course.

DISCUSSION #1:
1a. After reading the assigned materials, explore the principles of the hedonic treadmill and how these principles affect consumer behaviors.

1b. Given the research findings on the hedonic treadmill, explore 3 methods in order prevent overconsumption or excessive buying by consumers such as you.

DISCUSSION #2:
After learning from all the modules in this course, explore how the different principles of consumer psychology has helped you further understand your own buying habits or the buying habits of the people that you know.

References must be used in this section:
Matthews, J. (2015) The Hedonic Treadmill: From Overconsumption to Minimalism. Virginia Counseling. Retrieved from http://www.vacounseling.com/hedonic-treadmill/

Ted Ed (2017). Would winning the lottery make you happier? – Raj Raghunathan [Video file]. Retrieved from https://www.youtube

 


 

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