SOLUTION: George Brown College Mood Based Purchasing Consumer Psychology & Behavior Essay

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SOLUTION: George Brown College Mood Based Purchasing Consumer Psychology & Behavior Essay 1

Attached.

First Link No. 1
Mood-Based Purchasing: Do People Purchase Based on Mood?
I was surprised to find from one of the reports that our emotions control most of our
purchase decisions. According to the report, scientists have proven that we are mainly driven by
a deep desire for gratification and completion. The analysis provided an example of how luxury
and athletic brands target our feelings of self-worth, status, adventure, and triumph. When I read
that, I looked back at many of the products that I have bought in recent years and how I arrived
at the decision of buying them, and sure enough, most of them were driven by an inner urge to
look good and feel happy. I remembered how there was a time when I did not have the money to
pay for a phone upfront, but somehow, the desire to feel good and stay in touch with my friends
and loved ones pushed me on, and I ended up buying.

First Link No. 2
Mood-Based Purchasing: Do People Purchase Based on Mood?
From the reading, I learned that we are wrong when we think that most of our choices are
a result of rational analysis of the alternatives presented to us. However, in reality, emotions
greatly influence and, in most circumstances, even determine the kind of decisions that we make.
In the report, my peers discussed emotional marketing, which is critical to organizational
performance. It helps organizations connect and act and have a better chance of staying ahead of
their competitors in the marketplace. The main goal of emotional marketing is to appeal to the
buyers’ emotions, and they, in turn, push us to action. When we respond to the emotion, we are
compelled to act, and in a store, that translates to a purchase. I have responded to such emotion
several t…

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