Emotion vs. Mood

Emotions are intense feelings that are directed at someone or something. Moods are feelings that tend to be less intense than emotions and that often (though not always) lack a contextual stimulus. Most experts believe that emotions are more fleeting than moods. For example, if someone is rude to you, you’ll feel angry. That intense …

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Outcome Bias and Affective Forecasting

It happens in most of our lives that what looked like a bad event or a decision a few years back actually doesn't seem like that bad an event or a decision today. Similarly, what looked like a great decision or an event a few years back doesn't seem like that great a decision or …

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Belief System – Our Comfort Zone

Almost all human beings, except a few, are nothing but a set of belief systems. We develop our own personal system of beliefs. We all interpret the world with our own set of belief systems.  Our belief systems shape our reasoning and behavior. 'What you believe' comes first and it leads to how you feel …

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Brands – Emotional Benefits vs Self-expressive Benefits

There is a big difference between feeling rugged when wearing Levi’s jeans and expressing the strong, rugged side of you by wearing them. The differences between the two can be important. Brands essentially deal with different kinds of benefits. An identity that is based on intangible associations or brand personalities provides the brand with more …

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Qualitative Market Research – Book Review

The Book: Qualitative Market Research by Wendy Gordon and Roy Langmaid About the Authors: Wendy Gordon and Roy Langmaid run successful qualitative research practices in London. Roy Langmaid is one of Europe’s leading consumer psychologists and Wendy Gordon is the co-founder of brand consultancy The Fourth Room. One of the authors has a psychology degree, and …

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