Module 1 - Communication and psychology Unit 1.2 - Psychology: Psychology and communication
1. Answer the questions.
1.1. Why is psychology relevant to effective communication?
aperta
Soluzione suggerita:Because it helps us understand how people communicate with each other, what the different ways of communicating and interpreting communication are, and how to develop better communication methods.
1. Answer the questions.
1.2. Why can psychology make communication more successful?
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Soluzione suggerita:Because it helps us understand the how and why behind messages, and recognise the hidden thoughts, emotions, and motivations that play a significant role in how information is received and interpreted.
1. Answer the questions.
1.3. Why do companies collect information about people?
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Soluzione suggerita:Because it gives them an insight on who their potential customers are, what they need, and what they want, so that they can respond to their demand and target them with their products.
1. Answer the questions.
1.4. Why do companies use psychology?
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Soluzione suggerita:They use it to find out how they can effectively communicate with people so as to fulfil their desires and at the same time attain their objectives and maximise their profits.
1. Answer the questions.
1.5. How can companies effectively build connections with consumers?
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Soluzione suggerita:By understanding their behaviour and the motivations behind their purchasing decisions.
1. Answer the questions.
1.6. What factors could influence a person’s purchasing decision?
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Soluzione suggerita:For example, age, education, socio-economic status, peers and geographical location.
1. Answer the questions.
1.7. What is a key motif in communication?
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Soluzione suggerita:It is a common theme or subject which obtains predictable responses.
1. Answer the questions.
1.8. Why do marketers use key motifs in their messages?
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Soluzione suggerita:Because they know the reactions they can obtain, this way they can direct them.
2. Complete the text with the missing words given below.
Consumer behaviour involves the study of how people make decisions about 1. and services, or even lifestyle practices such as healthy eating. As the study of marketing became more 2. throughout the 20th century, large companies began to recognise the importance of market research, better product design, and effective distribution and 3. with consumers in the success of their brands. The study of consumers helps firms and organisations improve their marketing 4. by understanding issues such as:
• the 5. of how consumers think, feel, reason, and select between different 6. (e.g., brands, products);
• the psychology of how the consumer is influenced by their 7. (e.g., culture, family, signs, media);
• the behaviour of consumers while shopping or making other marketing 8. ;
• how consumer 9. and decision strategies vary between products that differ in their level of importance or interest they entail for the 10. .
3. Listen to a recording about the relationship between marketing and psychology and match the beginnings.
mental structures which evolved for different reasons.and things which are harmless are positive.is profound.enables marketers to create more meaningful consumer experiences.on consumer psychology.to communicate implicitly to their social group.understanding some psychological principles and incorporating them into marketing.nearly every element of human psychology.
1. Marketing psychology is about … →
2. The influence of society on our consumer habits… →
3. Brands exploit social drives… →
4. Every consumer behaviour relies on… →
5. Things which we are exposed to a lot look harmless to us, … →
6. Culture influences… →
7. Companies can’t ignore the impact of culture… →
8. Understanding the relationship between psychology and marketing… →