Consumer Psychology

Name:
Course: Tutor:
Date:
What is the primary research question being addressed
This research was solely done with the aim of identifying an alternative form of communication that socially secluded people may use and which would be beneficial to them individually as well as socially (Fang‐Chi and Sinha 409). Therefore, the most appropriate research questions would be; do socially excluded people depend on cognition in information processing and persuasive messages according to the state of their feelings?
What research methodology was used
The research adopts qualitative research in the first study where participants were required to visualize and write down the sensory details of the experiences that they may have had before (Fang‐Chi and Sinha 411). This was based on words and the feelings that the participants had. In the second study, quantitative research was used as participants were required to fill a questionnaire and the researchers later on performed calculations to come up with the extraversion score for each participant. The third and fourth study adopted quantitative research as well.
What conclusion is reached by the research?
From the research, it is evident that the dependence on feelings as compared to reasons in judgment significantly depends on individual and situational factors such as personal objectives and individual attitudes. The research also shows that emotional approaches will most likely help socially excluded individuals in choosing the most suitable actions that will be of benefit to their wellbeing (Fang‐Chi and Sinha 411).

How is this conclusion relevant to marketing managers? How can they apply the findings in the context of a firm’s marketing activities?
Marketing managers may adopt these findings and start to use different kinds of emotions such as happiness, disgust, anger, sadness, and fear amongst others in their advertisement campaigns. This will ensure that socially excluded people are able to choose the products that they need correctly. Appealing to their emotions will make them as part of the social setting and will result in improved sales.

Work cited
Lu, Fang-Chi, and Jayati Sinha. “Speaking To the Heart: Social Exclusion and Reliance on Feelings versus Reasons in Persuasion.” Journal of Consumer Psychology 27.4 (2017): 409-421. Web. 5 Apr. 2018.