Psychology & Marketing: Exploring the Connection through Diverse Perspectives - Prof. 1671, Apuntes de Marketing

¡Descarga Psychology & Marketing: Exploring the Connection through Diverse Perspectives - Prof. 1671 y más Apuntes en PDF de Marketing solo en Docsity! TOPIC 1: INTRODUCTION TO PSYCHOLOGY AND Y SOCIAL PSYCHOLOGY CLASS: PSYCHOLOGY APPLIED TO MARKETING YEAR 2014-2015 Ángeles Bullones Rodríguez Dpment. Psychology Apartados 1. Algunas preguntas previas 2. Definición de Psicología y dimensiones de análisis 3. Diferentes corrientes teóricas en Psicología 4. La perspectiva psicosocial 5. La Psicología y su relación con otras ciencias Dimensions of analysisi i l i 2.- Definition of Psychology and dimensions of analysis Main dimensions used in Psychology: Cognitive dimension: how we think Motivacional-afective dimension : how we feel Behavioural dimensión : how do we behave They are not independent and separated entities, but different levels of knowledge … in a society Branches, specialty areas and myths, i l 2.- Definition of Psychology and its dimensions of analysis Who are you? How would you describe your personality? And your visual habilities? Your interests and goals? The things you are good at and your achievements? Your IQ (Intelligence Quotient)? Your social and cultural precedents? Do youhave any problem right now? How do you behave when you are sick? ... Things that people usually sayto a psychologist: So you get paid for listening to people? Let me tell you what I dreamed about the other day so you can explain what it means... What do you think of me? How am I? Are you going to psychoanalyze me? Can you read my mind? What am I gonna do now? Can you hypnotize me? I’ve got a problem... Branches, specialty areas and myths, i l 2.- Definition of Psychology and its dimensions of analysis What kind of topics does a Psychology researcher study? Psycho-biology (neuropsychology, neuroscience, psychophysiology, phisiological psychology...) Learning and Memory Concience, sensation and perception Motivation and Emotion Thought and Language Personality and individual differences Psychopathology Developmental Psychology Social Psychology Psychology of Gender Sports Psychology Importance of Research: Gauss curve - motivation Overlap among areas – memory + motivation Overlap among disciplines – cultural factors Myths about the Psychology profession: Not every professional of psychology is a clinician There are other mental health professionals: psychiatrists and psychoanalysts Most common myths about psychology: “mind reading”, “everybody is a bit of a psychologist”, it is enough to be a good listener, sexual relations with patients, etc. Some Psychology specialty areas: Clinical Psychologist Industrial Psychologist Educational Psychologist Forensic Psychologist Health Psychologist Experimental Psychologist, etc. 3.- Different theoretical branches of Psychology Behaviorism:Psychology as the scientific study of behaviour It is against the study of the mind or the conscience for being a psychic reality, non-reducible to the physical world. It defines psychology as a natural science that studies te observable conduct (i.e. what the person says or does) Behaviours are molded and controlled by the enviroment. We are the result of our learning processes  it is against the existance of instincts. The objetive of Psychology is to predict and control behaviour (technology of nehaviour). 3.- Different theoretical branches of Psychology Behaviorism:Psychology as the scientific study of behaviour The behaviour is the way with which the individual responds to the stimuli. Psychology is nothing but the study of stimuli and responses, and how they relate to each other. The basic mechanism that explains behaviour is learning by association. There are two types of learning by association: Behaviour model Stimulus-Response (SR) Learning Theories 3.- Different theoretical branches of Psychology Behaviorism: Classical Conditioning (Pavlov) Experiment: “Pavlov’s dog and the learned reflex” i l l 3.- Different theoretical branches of Psychology Behaviorism: Instrumental/operant conditioning (Skinner) Operant Conditioning (OC): Stimulus-Response-Reinforcement (S-R-Rf) i i l i Skinner (rats and pigeons  “Skinner’s box”. i i i The behaviour is molded and maintained by its consequences (reinforcements or punishments). This kind of learning takes place when the desired responses are reinforced and the undesired ones are either punishsed or ignored. 3.- Different theoretical branches of Psychology Cognitivism: Study of the cognitive processes that mediate between the stimulus and the response: atention, memory, perception, thought, lenguage, attitude, etc. Humans do not act because of their instincts, nor are some sort of machine that can be programmed by conditioning. Humans are rational entities that use information to make decissions. Psychology is a science that sees humans as active subjects that process the information mentally. 3.- Different theoretical branches of Psychology Gestalt: Psychology of shape. Studies how humans organize their perception: gestaltic laws of perception organization (ej. figure-ground). Human reactions are not associated with reality as they are but as they are perceived by the person. The inmediate experience is considered as a whole that may exceed the sum of its parts. We experience life (or events) as a whole (gestalts) more than by separated experiences. 3.- Different theoretical branches of Psychology Humanism (Rogers, Maslow) The behaviour is guided by one’s image of oneself, by subjective perceptions of the world, and by personal growth needs. i i i j l l It emphasizes the creative side of humans to find their true potential. Each person has to achieve their full potential to feel complete. It is based on the Roussonian idea of “humans being good by nature” Uniqueness: each person is unique and incomparable and so for, each person must be analyzed independently. Esquema 3.- Different theoretical branches of Psychology Pre- scientific or philosoph ical period Structuralism Funtionalism Behaviorism S-R S-R-rf Cognitivism Gestalt Psychoanalysis Humanism Study of the soul Science of the conscience  Structure  Function- adaptation Cience of the observable conduct Learning by association (CC, OC) Science of the behaviour and the mental processes (memory, perception, attitudes, thought, etc.) Perceptual organization laws: the whole is more than the parts. Impulses, desires and internal conflicts One’s image of oneself Personal growth Self-love Self-realization The elephant and the blind men tale 3.- Different theoretical branches of Psychology Once upon a time, there lived six blind men in a village. One day the villagers told them, "Hey, there is an elephant in the village today." They had no idea what an elephant is. They decided, "Even though we would not be able to see it, let us go and feel it anyway." All of them went where the elephant was. Everyone of them touched the elephant. "Hey, the elephant is a pillar," said the first man who touched his leg. "Oh, no! it is like a rope," said the second man who touched the tail. "Oh, no! it is like a thick branch of a tree," said the third man who touched the trunk of the elephant. "It is like a big hand fan" said the fourth man who touched the ear of the elephant. "It is like a huge wall," said the fifth man who touched the belly of the elephant. "It is like a solid pipe," Said the sixth man who touched the tusk of the elephant. Person------- Marketing-------Society 4.- The psychosocial perspective  Psychology cannot study a person as something isolated or independent from its context and the social relationships that he/she establishes.  Social Pschology is the scientific study of the behaviour and/or the human mental processes in the social context.  It studies the relationship between the individual and the society, between the social reality and the personal process. (It’s somewhere in between Sociology and Psychology)  Social Psychology analyzes the person as something influenced and influencing  it transforms itself and it transforms reality. Person------- Marketing-------Society 4.-The psychosocial perspective George H. Mead (Spirit, person and society). According to Mead, the person is both a social product and the source of social change. He doesn’t agree with Psychology because of its tendecy to understand human beings as isolated and independent. People are naturally social: Social Psychology studies human behaviour in its social context. i i i i i i l i i i l i i l l i i i i i l Classical experiments: “The power of situation” 4.- The psychosocial perspective Social Psychology – classical experiments: Areas of study within Social Psychology:  K. Lewin: Groups and leadership.  S. Asch: Conformity.  S. Milgram: Obedience.  P. Zimbardo: Roles.  36% antisocial / 19% non-normative / 36% neutral / 9% prosocial Applied to marketing: coffee  Social cognition: social perception, social atributions, stereotypes and prejudice.  Social presentation and social attraction  Aggresion and altruism. Power and leadership  Attitudes, persuassion and influencing eniques  Roles and identity  Groupal behaviour and phenomena  Groupal influencing (majorities, minorities, etc.) and inter-groupal relationships. What discipline do these images represent? 5.- Psychology and its relationship with other sciences ECONOMY What discipline do these images represent? 5.- Psychology and its relationship with other sciences SOCIOLOGY What discipline do these images represent? 5.- Psychology and its relationship with other sciences PSYCHOLOGY