MARKET RESEARCH:

● TYPES OF CUSTOMERS:
○ Customers - People who are already rendering services or consuming the products.
○ Target Customers - People that are possible to be pursued to use the products.
○ Potential Customers - People who have the potential to be interested in the services and products but
have not yet purchased.
● Marketing - Satisfying needs profitability
● Market - Customers/buyers
● Needs - Basic human requirements
● Wants - Needs that become specific
● Demands - Willingness and desire to buy back up by buying power
● Marketing Mix (4 P’s of Marketing):
○ Product
○ Price
○ Place
○ Promotion
● Market Research:
○ The process of determining the viability of a new service or product through research conducted directly
with potential customers
○ Allows a company to discover the target market and get opinions and other feedback from consumers
about their interest in the product or service
WHAT IS MARKET RESEARCH?
● Intuitive Decisions
○ Based on feeling and prior knowledge
○ Made automatically and instinctively
● Market Research - Provides data based on supported facts
WHEN IS MARKETING RESEARCH NEEDED?
● Good market research requires much more than just creativity and technical tools. It requires research!
○ Who needs it?
○ Who wants it?
○ Where should it be sold?
○ What price should be set?
○ How would people know about the product/service?
○ Are there any competitors?
● We will conduct a market research when a business needs to make a marketing decisions
○ Typical Situations:
■ Introduce new products/services
■ Change existing products
■ Location for new store
■ Where/when/how to advertise?
WHEN TO START MARKET RESEARCH?
● Before starting a new business, you need to answer the following questions:
○ Is there any need for my product or service?
○ What kind of person is most likely to buy my product or service?
○ How am I going to find those customers?
○ Is a competitor already meeting their needs?
○ Can I offer something the competitors can’t?
○ Will finding those buyers cost more than the profit margin will allow?
○ Is there a profit margin?
● When introducing a new product or service without a research, you could:
○ End up with a warehouse full of products that remain unsold
○ Face a discouraged staff whose calls are constantly rebuffed by customers
○ Find yourself facing competing products you were unaware of
○ Drain money from your more successful operations
 ○ Damage your company’s reputation
● If you own an existing business, you need to know:
○ How customers or potential customers perceive your products or services
○ How that perception changed overtime
○ If there’s a new untapped market for your existing product or service you could provide
○ Is your existing customer base is ready for a new product or service you could provide
○ If your price are in line with current needs
○ If there’s a new technology which could enhance or destroy your business
○ If the members of your target market are aging, growing, younger, getting richer and poorer
○ If the competitor are meeting needs and you are not
HOW DO YOU DO IT?
● Market research is a process of asking questions or finding existing information about the market, your
competition and potential customers. You need to answer questions such as:
○ What kind of person is most likely to buy my product
○ Are there enough of those people for me to make money?
○ How can I reach those potential buyers?
○ Is someone else already fulfilling my potential customers?
○ Then:
■ Process the data
■ Analyze the data
■ Convert data into information
■ Develop strategy
STEPS IN MARKET RESEARCH:
● Determine the problem/set objectives
● Collect information
● Tabulate the data
● Analyze the data
THE FOUR BASIC PURPOSES OF MARKET RESEARCH:
● Analyzing The Market:
○ Market analysis research helps you assess the market potential of a new product, service, or business
○ Helps you choose sites for a new business
○ Market Analysis can answer questions such as the following:
■ What groups of people are present in the market?
■ Are there enough members of my target market group to make the business worthwhile?
■ How large is the potential market?
■ Realistically, how much of that potential can I capture?
■ Who are my likely customers?
■ Where will my customers come from?
■ Who are the competition’s customers?
■ How can I attract more customers?
■ What is the best location for my business?
● Analyzing The Market’s Response To Your Products and Services:
○ This kind of analysis is intended to calculate the product’s or service’s potential in the market
○ This can be conducted prior the launch of a product or service
○ Product or service studies answer questions such as the following:
■ Who are the best customers for my products and services?
■ How much and how often do they buy?
■ What will they pay for my product, and the rate, can I make a profit?
■ What are their needs for the products and service?
■ How do my products and services meet their needs?
■ How are my customers changing?
■ Can I alter the products or service to better meet their needs?
● Analyzing The Effectiveness of Your Advertising or Promotion:
 ○ This research will help you develop a message that will get your customer’s attention & sell them your
goods or services.
○ Here’s what you can find out with an advertising or promotional study:
■ What advertising or promotional message will get the best results from my customers?
■ What methods or messages will powerfully induce people to buy?
■ Does my advertising or promotion help create the image I want my customers to have when they
think of my products or services?
■ What advertising medium can best reach my customers?
■ Will a combination of media optimize my sale?
● Strategic Planning:
○ This research tracks the growth or decline of existing markets and help you discover what products or
services will be successful in those markets
○ Strategic Planning research is most likely to be conducted by established business
○ The following questions can be answered by this type of study:
■ How are my customers changing?
■ How are all segments of the market changing?
■ What are the fastest growing market groups?
■ Are there products or services they will want that I can deliver?
■ What sales growth can I expect from my existing market?
■ In which departments or new lines of business should I increase my investment?
THE TWO SOURCES OF DATA:
● Primary Sources:
○ The data you generate for your own business
○ It can come from your customers, potential customers, employees, suppliers, consultants, and other
sources you’re involved in
○ You get primary data when you have your customers fill out a survey card, hold a group discussion, when
you talk to your customers directly
○ Cost money to generate
○ Example (Primary Data):
■ From a market response survey conducted for a mall: “The number one reason women shop
at the Adams Mall is convenience.”
■ From advertising analysts study conducted for a metal fabricator: “When asked which metal
fabricating firm they preferred to buy from, engineers named Cincor two to one over Stone
Steelworks.”
● Secondary Sources:
○ The data are already available
○ This includes government census reports, economic and production data, information from news
organizations, surveys by trade associations etc.
○ It comes from sources outside your business
○ While it does not contain specific information about your business, it may contain valuable information
about your potential customers, customers, suppliers and many other things that may affect your
business
○ Example (Secondary Data):
■ From a census report: “4, 200 women ages 18-34 live in Adams City.”
■ From a government trade report: “Profits in the metal fabricating industry rose by 7 percent per
year during the 1980s.”
TWO KINDS OF DATA:
● Quantitative Data:
○ Data that can be expressed as quantities such as:
■ Percentages
■ Numbers
○ This is the type of data you get from questionnaires that ask multiple choice questions or require people
to rank your service on a scale
○ The kind of data you get from economic census reports
 ● Qualitative Data:
○ The statement “The number one reason women shop at Adams Mall is convenience” is an example of
qualitative data. Fuzzy data about people’s feelings & perceptions
○ There’s no way to turn the statement into numbers
○ The customer’s comments are also an example of qualitative data:
■ “I felt welcome from the moment I arrived at your check-in desk.”
■ “The design isn’t just as sophisticated as it should be.”
■ “Your service stinks.”
■ “I think your store is only for little old ladies.”
UNDERSTANDING DEMOGRAPHICS & PSYCHOGRAPHICS:
● Demographics:
○ This encompasses the statistical characteristics of populations
○ Are statistical data that categorize and group the population by identifying different variables and
subgroups
○ Examples:
■ Age
■ Race
■ Gender
■ Religion
■ Income
■ Schools attended
■ Type of job
■ Daily/weekly/monthly compensation
■ Type of cars owned
■ Credit cards owned
■ Household size
● Psychographics:
○ This is more subtle and describe what groups of people care about, how they feel, what they value, and
how they live
○ Focuses more on the IAD (Interests, Activities, Opinions) of potential market
○ Sample Psychographic Questions:
■ Which of the following is most important to you?
■ How do you like to spend your free time?
■ If you had more time, which of the following would you do?
■ If you had more time, what would you spend more money on?
■ How do you favor making purchases?
■ What interests you?
GETTING TO KNOW YOUR TARGET CUSTOMERS:
● This could probably be the most difficult question a small business owner has to answer
● Many give these as their answers:
○ Men
○ Women
○ Men & Women
○ Business People
○ Working Class
○ Adults
● But your target market may be more specific than those mentioned above
SETTING YOUR RESEARCH DIRECTION:
● Chapter Outline:
○ Brainstorming:
■ Choosing your participants
■ Choosing the facilitator
■ Running the brainstorming session
■ Two things a brainstorming can do:
 ● Give you further direction for research
● Give you answers to questions
○ Forming your Hypothesis
○ Identifying the information you need
● Brainstorming:
○ Getting a group of creative, articulate people together in a room and letting ideas flow
○ Best way to make sure you have a lot of different ideas for developing your product, service, or company
or to set directions of your research.
● Choosing your participants:
○ Qualities to look for in members of your brainstorming team:
■ Broad-minded - Don’t choose people who are rigid or easily offended
■ Independent - People who can work with minimal supervision
■ Fun-loving - Your people should bat ideas around like a puppy playing with a ball
■ Original - They should give you original slants and observations
■ Prolific - Don’t choose someone who hardly ever speaks. The more ideas you hear, the better.
■ Outgoing - Use people who aren’t afraid of getting up and playing a role or even singing if the
mood is right.
● Choosing the Facilitator:
○ The Facilitator is critical to the success of the session
■ Enthusiastic and unintimidating
■ If business is established, the facilitator should NOT be a CEO
■ Could also be someone outside the company like consultant, supplier, faculty
■ Must be appropriate and knowledgeable to reach your sessions objectives
● Running the Session:
○ Things to do and remember during brainstorming sessions:
■ Gather people who can present ideas in a positive way
■ Appoint a moderator who can subtly guide the discussion
■ Appoint someone who can take notes during the session and prepares the report afterwards
■ Have a general idea of what you want to achieve during the session
■ Set up a chalkboard, market board, or large pad of paper for the moderator to write on
■ Keep the discussion wide open
■ Allow enough time for chemistry to develop and ideas to flow
■ Remember: There’s no such thing as bad idea
● Forming your Hypothesis:
○ Hypothesis is a working assumptions
○ A proposition you will test during the course of your research
○ It gives you a specific direction to go and specific things to look for
○ You begin with a proposition, then collect evidence that proves, disproves, or modifies it
○ Examples of hypothesis:
■ Our talking briefcase will be used primarily by young executives attracted to electronic gadgetry;
while most of these potential users will be male, many of the purchasers will be upscale wives
and girlfriends, buying the cases as gifts.
■ Auto repair shops will subscribe to my proposed 1-800 referral service if they perceive the price to
be affordable and if paperwork can be kept to a minimum
■ Teenagers will purchase a day-glo underwear from my company if it is positioned as being a
radical, rebellious, sexy thing to do.
● Identifying the Information You Need:
○ Supposed you’re working on with example number one you might make a list like this:
■ What age group is most likely to use the briefcase?
■ Is it accurate to assume that most users will be male?
■ What age group is most likely to buy the briefcase?
■ What are the demographics of the typical briefcase purchasers?
■ Are there certain types of business people to whom this briefcase might have a particular
appeal?
 ■ What will they be willing to pay?
■ Will the case sell better if this is made of leather, vinyl, or some form of a high-tech metal or
plastic?
■ What product name will have the most appeal to the audience?
■ What advertising vehicle will best reach our target audience?
■ What competing products exist?
■ How should we position this case against the competition?
SECONDARY DATA WHAT’S AVAILABLE?
● What kind of data can you expect to find?
○ Secondary data can provide all the answers that you need to launch your new business, products,
services
○ Helps you save money
○ Helps you refine your hypothesis
○ Helps you narrow your list of questions when it’s time to conduct primary research
● Types of Data you can get from Secondary Data:
○ Demographics (Examples):
■ Number of women ages over 65 living in Cavite
■ Total value of corn crops in the country in 2022
■ Average household income in Tagaytay City
■ Number of people who owns more than 2 private vehicles in Dasmariñas City
■ Where can you get these data:
● Published journals
● Trade associations
● Government offices
● Other sources
○ Scientific Study Data (Example):
■ How does coffee affect the work habits of men?
■ What health regimens work best to cure/prevent cancer?
■ What are the types of exercise to prolong life?
○ Media Survey Data - Survey research is the collection of data attained by asking individuals questions
either in person or on paper, by phone or online.
■ Usually conducted by individual media or by professional survey organizations such as Neilsen
and ARBITRON (US)
■ Example Data:
● Number of men aged 18-45 who watch kdrama in a given week?
● Average minutes per day women spend shopping online?
○ Public Polls - It is a human research survey of public opinion from a particular sample. Usually
conducted by magazines, newspapers, TV Networks, online research engines and sometimes by colleges
and universities
○ Determine answers according to the opinion of the people or group
○ Example:
■ Paid Survey
■ Rakuten Insight Survey
■ SurveyView
○ Patent and Trademark Data:
■ Tells you what competitors are doing or plan to be doing in the future
■ You need to check this to make sure that planned product, logo, or name isn’t already someone
else’s property
■ Avoid getting sued
■ Maintained by government agencies like DTI
■ Patent - An exclusive right granted for a new, inventive, and useful product.
■ 3 Types of Patent:
● Utility
● Plant
 ● Design
■ Trademark - Protects words and design elements that identify the source of a product (Brands
names & corporate logos)
■ What is Copyright - Protects original works of authorship such as writings, art, architecture and
music.
○ Legal Information:
■ Search for information such as laws and regulations that may affect your product, service or
business
■ Usually published by government agencies at all levels
○ Addresses and Phone Numbers:
■ Available in so many different ways
■ Online
■ Yellow Pages
■ Government agencies
■ Etc
■ If you follow up then it will lead you to more data
○ Information and Business Procedures:
■ Find more information about your plan for your products and services.
■ Find out the procedures that you need to follow so that you will be guided
■ You can find those information through manuals and directories or even to websites
○ Prices and Specifications

CONSUMER BEHAVIOR:
● “Sales determine profit and consumers’ actions determine sales.”
○ The bottomline of every organization’s involvement in business is to make profit which is being
determined by how its market behaves.
● Market - Consists of people with money to spend and the willingness and ability to spend it
● How many times throughout the day do people make product decisions?
○ If you stop thinking about it, many product decisions are made everyday without much thought.
○ “What should I wear? What am I going to do today?”
○ Many product decisions are answered routinely
● What is Consumer Behavior?
○ The study of customers and how they behave while deciding to buy a product that satisfies their needs.
○ A study of the actions of the consumers that drive them to buy and use certain products
○ Understanding consumer buying behavior is most important for marketers as it helps them relate better to
the expectations of the consumers
● “Consumer is the principal and the priority of business”
● Importance of Consumer Behavior:
○ Understanding this is essential for a company to succeed in its current products and new product
launches.
○ Consumers have different thought processes and attitudes towards buying a particular product
○ If a company fails to understand the reaction of a consumer towards a product, there are high chances of
product failure
○ Due to the changing fashion, technology trends, living style, disposable income, and similar other factors,
consumer behavior also changes
● Consumer Differentiation:
○ In marketing, this is a way to distinguish a consumer from several other consumers
○ This helps to make a target group of consumers with the same or similar behavior
○ When a marketer is knowledgeable about the differentiation of each group of consumers, he can design a
separate marketing strategy
● Retention of Consumers:
○ “Consumer behavior is of most importance to marketers in business studies as the main aim is to create
and retain customers” - Professor Theodore Levitt (Kumar, 2004).
 ○ Consumer behavior is not just important to attract new customers, but it is very important to retain existing
customers as well.
○ When a customer is happy about a particular product, he/she will repeat the purchase.
● Design Relevant Marketing Program:
○ Understanding consumer behavior allows you to create effective marketing strategies.
○ For example: While targeting the kid’s market, you may have to look out for venues such as TV ads,
school programs, and blogs targeting young mothers.
○ You will need to take different messaging approaches for different consumer groups
● Predicting Market Trend:
○ Consumer behavior analysis will be the first to indicate a shift in market trends.
○ By conducting a consumer behavior study, a company saves a lot of resources that might otherwise by
allocated to produce a product that will not be sold in the market
○ For example: In summer, a brand will not waste its resources producing a product that will not sell in
summer. Based on consumer behavior, the company decides on a production strategy that will save on
warehouse costs and marketing costs
● Competition:
○ One of the most important reasons to study consumer behavior is to find out answers to some of
these questions:
■ Is the customer buying from your competitor?
■ Why is a consumer buying from your competitor?
■ What features attract a consumer to your competitor’s products?
■ What gaps are your consumers identifying in your products when compared to your competitors?
● Innovate New Products:
○ Some of the big names such as New Coke, Crystal Pepsi, Colgate Kitchen Entrees, Earring Magic Ken
Doll, and Wheaties Dunk-a-Balls Cereal. Can you see similarities between these products? Yes! They all
failed!
○ Most new products and ideas end up in failure.
○ Companies strive hard to improve the success rate of their new products or new ideas
○ One of the most important ways is to conduct a sound and thoughtful consumer behavior study
● Stay Relevant in the Market:
○ When the world is changing rapidly, the biggest challenge we all face is staying relevant to our target
market’
○ The main reason behind the rapid changes is the ever-changing behavior of our customers
○ Today’s consumers have greater choices and opportunities which means they can easily switch to a
company that offers better products and services
● Improve Customer Service:
○ Consumers require different levels of customer service
○ Understanding the differences within your customer base will help you provide the most appropriate
service for individual needs.

● CONSUMER BEHAVIOR THEORY:

○ The study of how people make decisions when they purchase, helping businesses and marketers
capitalize on these behaviors by predicting how and when a customer will make a purchase.
○ Helps identify what influences these decisions, as well as highlight strategies to proactively manipulate
behavior
● Why Consumer Behavior Theory is Important?
○ Allows businesses to understand more about their target audience to be able to craft products, services
and company culture to influence buying habits
● Consumer Behavior allows a business to understand:
○ What consumers think about your brand versus your competitors?
○ How they choose between different alternatives?
○ Their behavior while shopping
○ How the environment around them influence their behavior?
○ What marketing messages or pricing strategies they best respond to?
 ○ Their preferred methods of paying
○ What products or services they are searching for to fill a need?
FACTORS INFLUENCING CONSUMER BEHAVIOR:
● Cultural Factors - Consumer behavior is deeply influenced by cultural factors such as buyer’s culture, subculture
& social class
○ Culture - The share of each company and the major cause of the person who wants culture and
behavior.
○ Subculture - Religions, nationalities, geographical regions, racial etc.
○ Social Class - Every society has some kind of social class which is important for marketing because the
buying behavior of people in a particular social class is similar.
● Social Factors - Influence the purchasing behavior of consumers. Social factors are: reference groups, family,
the role and status.
○ Reference Groups - Have the potential for formation of an attitude or behavior of an individual.
○ Family - Buyer behavior is strongly influenced by a family member. So, vendors are trying to find the
roles and influence of the husband, wife and children.
○ Roles and Status - Each person has different roles and status in society in terms of groups, clubs, family,
etc. organization to which it belongs.
● Personal Factors - May also affect consumer behavior. Some of the factors that influence personal buying
behavior include lifestyle, economic status, occupation, age, personality, self-esteem.
○ Age - Age and lifecycle have potential impact on the purchasing behavior of consumers. Consumers
change the purchase of goods and services overtime. Family lifecycles consist of different stages: young,
singles, married couples, unmarried couples, etc. that help marketers develop suitable products for each
stage.
○ Occupation - Has significant impact on their buying behavior. For example, a marketing manager of an
organization is trying to buy business suits while a low level worker in the same organization buy resistant
clothing works.
○ Economic Situation - Has greater influence on buying behavior. If income and savings of a customer is
high, then they are going to buy more expensive products. A person with low income and savings buy
cheap products.
○ Lifestyle - Refers to the way a person lives in the society and expresses things in their environment.
○ Personality - This varies from person to person, time to time and place to place. It is the totality of the
conduct of a man in different circumstances.
● Psychological Factors - There are four major psychological factors that affects the purchasing behavior of
consumers: perception, motivation, learning, beliefs and attitudes.
○ Motivation - The level of motivation affects the purchasing behavior of a customer. Each person has
different needs: physiological needs, social needs, biological needs, social needs. etc.
○ Perception - Select, organize and interpret information in a way to produce meaningful experience of the
world.
○ Beliefs and Attitudes - Client has specific beliefs and attitudes towards different products. Such beliefs
and attitudes shape the brand image and affect consumer buying behavior so trades are interested in
them.
DIFFERENT TYPES OF BUYER BEHAVIOR:
● The most important part of selling is knowing who your buyer is. Each buyer is unique but there are four basic
personality types they can be grouped into. By identifying their personality type and what motivates them, you can
tailor your sales presentation to meet their needs.
● 4 Types of Buyer Behavior:
○ Analytical Buyers - These buyers are motivated by logic and information. They are best identified by
their tendencies towards perfectionism and attention to details. (Always ask for information)
■ How to sell?
● Give them as much information as possible.
● Give them time to consider without rushing to decide
● Clarify several times and provide statistics, testimonials and case studies to support your
claims
 ○ Amiable Buyers - Respectful, sociable and trustworthy. Good at listening and forming relationships and
are loyal.
■ How to sell?
● Key into the social aspects that will make them feel most comfortable
● They hate change and chaos so highlight the ease of transition your service will provide
● Be friendly & establish rapport
● Don’t throw in information the last minute but present systematically
● Explain that your service will maintain the status quo
○ Driver Buyers - Motivated by power and respect. Most concerned with how others follow and view their
directions. Aggressive and controlling to get the result they want.
■ How to sell?
● Show proof of service
● Show respect for their position without allowing yourself to be knocked over
● Make statements brief, concise and active.
● Avoid emotional arguments
○ Expressive Buyers - Motivated by recognition and approval. Incredible at customer relationship
management. People are the most important commodity and want to be needed and valued.
■ How to sell?
● Show them your product will elevate their image and relationships
● Spend time developing personal relationship with them
● Use personal information, testimonials, anecdotes to explain your product.
● Avoid entangling in details that might lead to conflict
THE INTERNET CHANGED THE WAY WE DO BUSINESS FOREVER:
● 97% of internet users search for local products, services and businesses
● In managing a business, your key goals are:
○ Get new customers
○ Keep existing customers coming back
○ Keep a strong balance between cost and benefits
○ Use techniques and strategies that will work long-term
● Marketing Methods that are Effective Now vs Yesterday:
○ Traditional Marketing Methods - Expensive and losing their effectiveness. (As of July 2023, there were
5.19B internet users worldwide which amounted to 64.6% of the global population. Of this total, 4.88B, or
59.9% of the world’s population were social media users.)
■ Yellow Pages
■ Newspapers
■ Paper Coupons
■ TV Commercials
○ Can you imagine having no…
■ Websites
■ Emails
■ Search engines
■ Social networking
○ What are we doing online?
■ Using search engines to find information
■ Sending or reading email
■ Searching for a map or driving directions
■ Doing online banking’
■ Researching a product or service
■ Watching online videos or movies
■ Engaging in social media
○ Websites are the new flyers and brochures:
■ Then: Called company for details
■ Now: Visit their website for details
○ Search engines are the new phonebooks and classified ads:
 ■ Then: Checked phonebooks and classifieds
■ Now: Go to search engines
○ Email is the new direct mail:
■ Then: Checked the mail for special offers
■ Now: Check our email for special offers
○ Social media is the new word of mouth:
■ Then: Personally talked to people we knew
■ Now: Spread the word on social media
○ Online reviews are the new personal recommendations:
■ Then: Asked people we knew for referrals
■ Now: Check online review sites for reputation
○ Online content is the new local newspaper:
■ Then: Read about businesses in the paper
■ Now: Read content online
○ Online videos are the new TV commercials:
■ Then: Watched TV advertising
■ Now: Watch online videos
○ Online coupons are the new paper coupons:
■ Then: Clipped paper coupons
■ Now: Online coupon sites and email
CHAPTER 2
● Buying Decision Process:
○ Purchase decision are shaped by entire buying experience
○ Path that customers take while moving toward doing business with you
○ Described as “Five-Stage Consumer Decision-Making Proces”
● Five-Stage Consumer Decision-Making Process:
○ Need Recognition - Consumer realizes they have a need
○ Information Search - Consumer starts looking for information that will help them solve their problem
○ Option Evaluation - Customer starts reflecting on what they learned
○ Purchase Decision - Ready to pull the trigger and make purchase
○ Post-Purchase Evaluation - Customer reflects on whether they made the correct decision
● Marketing Science of Consumer Behavior:
○ Sensation and Behavior:
■ Use color to convey information
■ Test the color’s meaning in its major markets
■ 5 senses which are the sense of sight, hearing, smell, taste and touch plays an important role
■ Examples:
● US - White is purity, red is danger and passion, yellow is cowardice
● India - Red is purity
● Western Civilization - Purple is royalty
● Thailand - Purple is mourning
● Egypt - Yellow is mourning
● Japan - Yellow is courage
■ Color Wheel:
● Primary - Red, blue, yellow
● Secondary - Violet, orange, green
● Tertiary - Red violet, red orange, yellow orange, yellow green, blue green, blue violet
○ Learning, Memory and Emotions:
■ Learning - Process by which the association get past the sensory and perception
■ Learning Theories:
● Classical Conditioning - This is well-known & integrated in our culture. 2 stimuli are
linked together to produce a new learned response
● Operant Conditioning - Rewards & punishments for behaviors
○ Motivation - Maslow’s Hierarchy of Needs. This hierarchy is from concrete needs such as food and water
to self-fulfillment.
■ Maslow’s Hierarchy of Needs:
● Physiological Needs - Biological requirements for human survival (air, food, drink,
shelter etc)
● Safety Needs - Order, predictability and control over lives (emotional security, financial
security, law and order etc.)
● Love and Belongingness Needs - Human emotional need for interpersonal
relationships (friendship, intimacy, trust, acceptance etc.)
● Esteem Needs - Self-worth, accomplishments, respect
○ 2 Types of Esteem Needs:
■ Esteem for Oneself - Dignity, achievement, mastery, independence
■ The Desire for Reputation or Respect from Others - Status, prestige
● Self-Actualization Needs - Realization of a person’s potential, self-fulfillment, personal
growth and peak experiences
○ Attitude and Decision-Making - There are numbers of ways can affect decisions. Attitude can influence
the decision-making process itself.