CONSUMER PSYCHOLOGY

102604A_766

Unit 2 - The power and influence of Consumer Psychology

potential consumer

Presented by:
Carlos Alberto Cortés Díaz ID: 80373808
July Viviana Ramírez Liscano ID 1143925930

Tutor:
Rosa Orladi Muñoz Galindez

OPEN AND DISTANCE UNIVERSITY UNAD

8 de febrero de 2021
Introduction
The importance of this work is that as students of the open university and
from a distance UNAD, of the consumer psychology course we managed to identify the
main characteristics of consumers and the factors that influence them
purchase decisions to generate strategies, in this way we will know that
it is an emotion, what an important role memory and sensations play,
effectiveness, curiosity among others at the moment of being potential consumers
to influence consumers.
With the help of the educational material and the teachings left by the tutor,
get to know more in depth the different advertising media that can be used
to promote a service or a product, so that it can have a
strong demand in the market.
We can identify with the work because as future professionals we could
You know more in depth about consumer psychology, with the aim of later on
our service that we are going to provide can be effective and we can give a
attention with human quality.
Objectives

General

Identify the main characteristics of consumers and the factors

that influence their purchasing decisions to generate strategies from
of these factors, which manage to influence consumers.
Specific
Knowing the factors that influence consumers.
Delve into the most effective advertising media to achieve a
good demand for the products or services that want to be made known.
Being able to identify the relationship between the factors that influence the time
to make a purchase.
Learn that when offering a product in the market we must
knowing the demand for the product or service being offered, providing
very good attention with quality and having very good persuasion for
May everything be a success.
Activity
2. Create a crossword puzzle about the contents to be developed in Unit 2.
CrosswordCarlos Alberto Cortés

H 1 Is accessible consumption in a society?

H2 Voluntary application of mental activity or the senses to a

determined stimulus or mental or sensory object.
H3 Very intense feeling of joy or sadness produced by a fact, a
idea, a memory, etc.?
H4 Dissemination or disclosure of information, ideas or opinions of a political nature,
religious, commercial, etc. with the intention that someone acts in a certain way
Way, think according to some ideas or acquire a certain product.

Impression or emotion produced by an important or novel event

V2: Theoretical place where the supply and demand of products are found.
services and prices are determined.
V3 Ability to produce the desired effect or to go well for a certain thing?
V4 Action of buying?

V5 Ability or skill to convince a person through reasons or arguments to

to think in a certain way or do a certain thing?
1.
MEMORY
E Crossword July Viviana Ra
3. P U R C H A S E S
2. 3. U
2.EXPRESSIVE
ME R
OR D
CS O
I U
OA
NS
5. I
C O 4.
4 R
A C I O N A L E S
.
L C
I O
D N
A O
D M
5. ADVERTISING
A

HORIZONTAL
1. With whom are emotions mutually established?
2. What is a characteristic that describes emotional people?
3. What is the action of acquiring products?
4. What type of consumers are we when we seek to satisfy a specific need?
5. What is the form of communication that aims to increase the consumption of a product?
The service, to insert a new brand or product into the consumer market?
VERTICALS
What feeling helps us to build an emotion?
2. What is the feeling produced by memory, by a memory, idea, or fact?
What feelings in our daily life?
What skill encourages someone to do or buy something?
4. What promotes consumption in our country?
5. What characteristic must products have considering the
consumer needs and behavior?
3. Based on the reading done and with the help of the crossword created:
Answers Carlos Alberto Cortés
Is it possible to assert that we are free when making decisions?
What is an emotion?
It is a very intense feeling produced by a need or an act of pleasure.
in itself.
What does it mean that consumption is a super emotion?
When we consume, we have two emotions that are rational and emotional.
What is the relationship between emotions, curiosity and
memory of consumers?
Consumers shape the stimuli they receive, perception memory and
learning
What is the relationship between emotional influence and behavior?
the consumers?
There is an emotion derived from commercial stimuli such as advertising, and
feelings of being well taken care of in a commercial environment like a store
where the quality of service generates security, empathy, reliability, and origin
a responsiveness.
Answers July Viviana Ramírez
Is it possible to assert that we are free at the moment of making decisions?

I believe that if we are free at the moment of making decisions, we can say that
Decision-making helps us live better, but we must keep in mind
in decision-making the sense of responsibility, because sometimes we have
that having connections in some stages of our lives.
What is an emotion?
It is a mental state of activation that arises from evaluations.
cognitive situations, that is to say we can feel emotions when seeing something united to
physiological processes, are often expressed physically and can result in
specific actions to publicly manifest or confront the emotion.
What does it mean that consumption is a super emotion?
As consumers, we have two types of behaviors. The rational and the
emotional.
When we behave as rational consumers, we basically seek
satisfy a concrete need and, for that, we try to maximize the relationship
quality/price. When our behavior is emotional, we value others differently.
much more subjective aspects that we let ourselves be carried away by our emotions.

What is the relationship between emotions, curiosity, and

consumer memory?
The relationship that exists is that the brain molds itself based on stimuli.
that receives as perception, memory, and learning, this leads to forming a
set of cognitive activities, emotional responses, and physical actions that the
personas we develop when we search, buy, evaluate, use and
We have the goods with the aim of satisfying needs and desires.
What is the relationship between emotional influence and behavior?
the consumers?

The relationship between emotional influence and consumer behavior

it can be positive or negative, when we have a positive emotion there is a
satisfaction a loyalty, this can be obtained through the kindness of the
employees, attribution to purchases made, schedule among others
characteristics.
When we have a negative influence, we will not have that satisfaction or
loyalty at the place where the purchases were made.
6. Review the crossword the individual answers shared by one
of their group mates. Through a message, I made
constructive observations that allow you to
companion improve or complement what has been published.
7. Generate a debate, in which they select two advertising techniques that
influence the potential consumer to whom the product will be offered.

Debate Carlos Alberto Cortés

In my opinion, we are not free nowadays to choose a product or service.
because the media plays a very important role in our
emotions and the purchasing decision is driven by creating in our thoughts
the needs that if we want that product service, The big brands
They already know how to exert a need on a psychological behavior.
Debate July Viviana Ramírez
I believe that demonstration is one of the most successful techniques to announce a
product since the physical demonstration of the benefits that the product has.
In this case, product demonstrations can be held in shopping malls,
main restaurants, product events, this technique reaches its peak
recognition when public faith is given to the product that is being
offering.
The radio can advertise the product and is a very effective advertising medium.
effective, since the spoken word and sounds to convince the audience
about the benefits and the need to acquire the product, when reciting the advertisement,
It is advised to adopt a positive tone and attitude that will be conveyed to
listener, in this case, a targeted advertisement can be made aimed at women that
we are the largest consumers of the product in this case is Impossible Pork:
Pork meat..., without pork. So we can say that it is a low product in
calories that attract a lot of attention, can also be directed to people
not consumers of animal-origin meat.
7. Design a strategic plan to influence emotions, curiosity and
memory of potential consumers applying the topics of the Unit
Two.
Objective
This product solves the increase of pollutant gases even more than
the transport and also the degradation of soils and water resources in
The earth generates greenhouse gases equivalent to 18% of carbon dioxide in total.
carbon (CO2), the livestock sector is growing faster than the sector
agricultural, where more than 1.3 billion inhabitants need to be fed, in the
world, according to the FAO, aims to reduce these polluting gases in the world
with the search for example, changing meat consumption for that of consuming
soy and with some changes in its composition to change the flavor to that of meat
with which we feed on animal origin.
Target market
8% of the population adopts vegetarian and vegan diets, a number that is
increased by 6% each year and for ethical reasons also with animals and
also for health reasons. According to the American Dietetic Association
where they are nutritionally adequate and healthy.
Justification
Project a trend of healthy habits in Colombia, reaching everyone.
cities with an image, in advertising, social networks like Instagram
Facebook initially. That they identify us as a brand and that it is an option in
the consumption of plant-based meat.
Budget

Computer 1,500,000

Internet 110,000

Light, cell phone, 120,000

Stationery. 1,000,000
Digital impressions, 2.000.000
Transport expenses 500,000
Hosting or web hosting 2,000,000
TOTAL 5,000,000

The weather.
Human resource.
The human resource for this campaign is provided by three people who are the
in charge of creating the advertising campaign and generating commercial expectations in
social networks.
Advertising technique

1.The repetition.

This technique consists of the repetition of the product or brand name in a way
repeated. It has been proven that the repetition of the product name up to three
Sometimes an advertisement makes the audience remember the name of the product.
In some cases, the advertisement may not even make the usefulness or use clear to us.
of the product, but we will end up keeping the name in our memory

The means of communication

Print advertising. It is the advertising that we find in newspapers,

magazines and brochures. ...
Advertising on radio and television.
Outdoor advertising.
Online advertising.
Telephone and email advertising.

Conclusion of the strategic plan.

People want to have different alternatives for a more varied diet and
conscious. We are seeing a trend that is gaining strength in Colombia, although
it is still small Justly, the incursion of traditionally meat brands,
like Pietrán, and players of the caliber of Beyond Meat in the vegan market and
national vegetarian is a sign that the commitment to diversify these
products in Colombia is long-term. In the face of this variety, consumers
they will define whether it is a passing trend or if we are facing a new habit
of consumption that has come to stay.

Conclusion
To the conclusion that we have been able to reach as students of the course of
consumer psychology, is that in order to achieve and be able to promote a product or
service we must thoroughly understand the factors that influence a possible
consumer, such as emotions, memory, curiosity, memories,
this is in order to improve the perception of a product, in this way
we are going to ensure that the product has very good demand in the market, in order to
this needs to work in effective advertising media that manages to capture the attention
attention to the public, but above all, a good service must be offered or given with
quality so that the customer has a very good perspective and can be a
rational consumer, and may recommend the product or service.

References
Ruiz Díaz, G. (2018). Consumer Sovereignty and Freedom of Choice in
Developing Countries. Journal of Institutional Economics, 20(38), 71–95.
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Gil-Juárez, A. (2016). El consumidor. (Pág. 13 – 73). Editorial UOC.
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