Module 1 - Communication and psychology Unit 1.2 - Psychology: Dreams and empathy
10. Complete the sentences
10.1. Dreams are important because…
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Soluzione suggerita: they help us find pleasure in what we do or find the reason to keep doing what we are doing.
10. Complete the sentences.
10.2. Companies must be able to speak to consumer dreams because…
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Soluzione suggerita: that is the way to engage them.
10. Complete the sentences.
10.3. According to Maslow, needs…
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Soluzione suggerita: can be represented in a pyramid shape with basic needs at its base, and complex needs at the top.
10. Complete the sentences.
10.4. The aim of businesses is to…
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Soluzione suggerita: create a relationship with consumers by making them believe they can help them satisfy their needs and fulfil their dreams.
10. Complete the sentences.
10.5. Companies need to know…
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Soluzione suggerita: what consumer needs and dreams are.
10. Complete the sentences.
10.6. Businesses obtain information…
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Soluzione suggerita: through big data.
10. Complete the sentences.
10.7. Empathic communication is achieved when…
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Soluzione suggerita: you take the point of view of others, enter their world, and see what they see.
10. Complete the sentences.
10.8. Companies aim at emphatic communication in order to…
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Soluzione suggerita: engage consumers.
11. Look at Maslow’s pyramid of needs.
11.1. Match the names of each level to the appropriate given examples.
love and belonging • self-actualisation • physiological needs • esteem • safety
1.
2.
3.
4.
5.
11. Look at Maslow’s pyramid of needs.
11.2. Then explain what each level represents and give two examples of products that satisfy the needs of each level.
Level 1: aperta
Soluzione suggerita: It’s the lowest level, it derives from our instinct to survive. Basic food, a house.
11. Look at Maslow’s pyramid of needs.
11.3. Then explain what each level represents and give two examples of products that satisfy the needs of each level.
Level 2: aperta
Soluzione suggerita: It relates to a person’s need to feel safe and secure in their life and surroundings. Smart security cameras, insurance companies for family, house, and cars.
11. Look at Maslow’s pyramid of needs.
11.4. Then explain what each level represents and give two examples of products that satisfy the needs of each level.
Level 3: aperta
Soluzione suggerita: It’s the need for friendship, intimacy, family, and love. Humans have the need to give and receive love, to feel that they belong in a group. A smart phone, a pub.
11. Look at Maslow’s pyramid of needs.
11.5. Then explain what each level represents and give two examples of products that satisfy the needs of each level.
Level 4: aperta
Soluzione suggerita: It’s related to a person’s need to gain recognition, status, and feel respected. An elegant house or a full optional car.
11. Look at Maslow’s pyramid of needs.
11.6. Then explain what each level represents and give two examples of products that satisfy the needs of each level.
Level 5: aperta
Soluzione suggerita: It is related to the fulfilment of an individual’s full potential. Mental coach service, online courses.
12.Empathy is Everything: Carposted by Intact Insurance – Instant Assurance. Watch this advert for an insurance company. Explain why it summarises how empathy is important to companies.
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Soluzione suggerita: The empathetic dimension contained in this short and shocking video from Intact insurance concerns the attempt to understand what customers go through in particularly difficult situations, offering solutions that help them, because what happens to your customers happens to you.
13. Look at this picture which exemplifies the main different types of pain points a consumer may have and describe it.
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Soluzione suggerita: Support pain points refer to problems customers have when dealing with a new product. Financial pain points refer to the uncertainty customers feel towards products which are too expensive for them. Productivity pain points refer to problems consumers have when using a product. Process pain points make reference to problems customers experience when they don’t know how to do something or what procedure to follow.
