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Physical Identity In Cyrus Macmillans Indian Cinderella.Vengeance Resurrection Due to their universal character, consumers will recognize each one of them.
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When seeing a familiar story theme, the message is more likely to trigger an emotional response. Even researchers of the human brain kept believing until the late s that humans were rational beings — despite the many irrational incidents caused by humanity like apartheid, religiously motivated wars, and so on. But when researchers started studying the effect of the brain this web page and the limbic system on decision making, it turned out that even rationality is an emotion triggered by the need for control. The revelation that our consumer behavior is influenced by a fear and reward system, hunter-gatherer instincts and sexual and ludic drives, led to a revolution that resulted in a new discipline: neuro-marketing.
It uses insights gained about the limbic system to pilot consumer behavior. How do emotions arise? Emotions are important information. They represent intense mental activity and a certain degree of pleasure or displeasure. And they are there constantly and change at least every 40 seconds.
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Whatever we decide or discuss, our emotions are involved. So, the relationship between emotions, needs and values becomes clear. Emotions help us identify whether our needs are met or not, and whether our values are respected or violated.
Storytelling addresses our needs and values and thus evokes emotions, which consequently connect consumers to a brand in a positive or negative way. The universal aspect of storytelling — addressing the needs and values we all share Choice theory teaches that we are all driven by four psychological needs that are embedded in our genes: the need to belong, the need for power, the need for freedom, and the need http://pinsoftek.com/wp-content/custom/stamps/cervical-smear-research-paper.php fun. Manfred Max-Neef, professor of economics and recipient of the Alternative Nobel Prize, found that all humans share nine fundamental needs, independently of gender, status, age, culture or religion. A very compatible approach was undertaken independently by Marshall Rosenberg and both tried to cluster them and put order in the complex list Physical Identity In Cyrus Macmillans Indian Cinderella human needs.
Schwartz investigated whether there are universal values and developed ten types.
The details on each of these approaches are listed in the table below: Emotions show the way to needs and values. Fundamental needs and values are Cindegella by all humans and correspond with our momentary emotions. The table above shows which traits of storytelling are universal and explains why storytelling works globally as a strategy.
The question is, does it work the same way? While we share a set of fundamental needs and values, the cultural differences vary in: the level and intensity of the needs and values pursued in a culture how we express or do not express emotions, which relates to different behavior accepted for specific contexts in a culture underlying culture-specific values and related norms, e.
These contradictions can impair identification with characters of the story and the positive emotional connection with the brand. What would be the challenges and considerations? According to the Saphir-Whorf Theory, language determines perception and thinking. Per this hypothesis, the individual can only think what the language allows to think. So, the question is: Can the story and its script or its transcreation into a new language deliver the message? Is the concept we are targeting known and the message relevant, or is the idea too new or foreign to be received and understood by the consumer the way it is intended? They differ and have different positive or negative associations and connotations in other cultures.]
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