2. Emotions: Sequence
• Cognitive appraisal: provides an evaluation of
events and objects
• Bodily symptoms: the physiological component of
emotional experience
• Action tendencies: a motivational component for
the preparation and direction of motor
responses.
• Expression: facial and vocal expression
• Feelings: the subjective experience of emotional
state once it has occurred

3. Dimensions

4. Types of emotions
• Anger
• Disgust
• Fear
• Happiness
• Sadness
• Surprise

5. Surprise
• Is addictive – birchbox
• Changes behaviour
• Is cheap –
• Fuels long lasting association – ‘marriages?’
Jet blue

6. Motivation
• Maslow
• Herzberg

7. Maslow
• Human beings have wants and desires which
influence their behavior. Only unsatisfied needs
influence behavior, satisfied needs do not.
• Needs are arranged in order of importance to
human life, from the basic to the complex.
• The person advances to the next level of needs
only after the lower level need is at least
minimally satisfied.
• The further the progress up the hierarchy, the
more individuality, humanness and psychological
health a person will show.

8. Alderfer’s ERG
• Existence
• Relatedness
• Growth

9. Attention
• Cognitive inhibition
• Bottom up
• Top down

10. Hofstede’s cultural dimensions
• Power distance
• Individualism
• Uncertainty avoidance
• Masculinity
• Long term orientation
• Indulgence vs restraint