UTS (Semi)

• Why do we buy?

  HYPOTHALAMUS: I need that

  AMYGDALA: I want that

  PREFRONTAL CORTEX: Judgement and decision making
• Limbic System

  1. Hypothalamus
  2. Hippocampus
  3. Amygdala
  4. Pituitary Gland
• Thomas Veblen, 1899


  "Conspicuous consumption, along with conspicuous leisure, is performed to demonstrate wealth or mark social status"
• Hypothalamus


  Regulates body temperature, circadian rhythms, and hunger, helps govern the endocrine system.
• Hippocampus


  Central to learning and memory
• Amygdala


  Consolidation and emotion
• Pituitary Gland


  Secretes many different hormones, some of which affect other glands.
• Abraham Harold Maslow (April 1, 1908-June 8, 1970)


  In 1954, Maslow created the Hierarchy of Human needs and expressed his theories in his book "MOTIVATION AND PERSONALITY"
• Self-Actualization

  • A person's motivation to reach his or her full potential.
  • A person's basic needs must be met before this can be achieved.
• MASLOW'S Hierarchy of needs

  1. Self-actualization
  2. Esteem
  3. Love/Belonging
  4. Safety
  5. Physiological
• Physiological

  1. Breathing
  2. Food
  3. Water
  4. Sex
  5. Sleep
  6. Homeostasis, Excretion
• Safety

  1. Security of Body
  2. Employment
  3. Resources
  4. Morality
  5. The family
  6. Health
  7. Property
• Love/Belonging

  1. Friendship
  2. Family
  3. Sexual intimacy
• Esteem

  1. Self-Esteem
  2. Confidence
  3. Achievement
  4. Respect of others
  5. Respect by others
• Self-Actualization

  1. Morality
  2. Creativity
  3. Spontaneity
  4. Problem Solving
  5. Lack of Prejudice
  6. Acceptance of facts
• Ivan Pavlov (Classical Conditioning)


  We may be conditioned to buy by advertisements, sales, and other promos
• BF Skinner (Operant Conditioning)


  We may be conditioned to buy things we found effective or rewarding.
• Motivation to buy may be?

  • Extrinsic
  • Intrinsic
• Extrinsic


  For EXTERNAL gains such as fame, popularity
• Intrinsic


  For INTERNAL gains such as fulfillment or satisfaction.
• Possessions mean?

  Knowingly or unknowingly, intentionally or unintentionally, we regard our possessions as parts of ourselves. (Belk,1988)
• Sigmund Freud


  We are pleasure seeking organism
• Religion


  A personal set of institutionalized system of religious attitudes, beliefs, and practices.
• Spiritual


  Relating to or affecting the human spirit or soul as oppose to material or physical.
• Person (RELIGION)


  Some one who believes in god or group of gods and consciously adheres to the beliefs of his/her religion.
• Person (SPIRITUAL)


  Someone who places little importance on beliefs and traditions and is more concerned with the growing and experiencing Divine.
• Approach (RELIGION)


  Fear emphasis on sin, guilt, and the concept of a punishing God.
• Approach (SPIRITUAL) 


  Path of love. Path with no condemnation and judgment, but where there is mercy and acceptance.
• Beliefs (RELIGION)


  God is high up in the heavens. Separate being from human.
• Beliefs (SPIRITUAL)


  God is omnipresent, omniscient and omnipotent
• Paths (RELIGION)


  Only way to salvation is in their religion and not with other.
• Paths (SPIRITUAL)


  All faiths are valid, embraces all the world's religions, but at the same time not constrained by any other religious dogmas or forms.
• Steven Reiss (1990)


  Religion attracts so many following because it satisfies all 16 basic desires that humans share.
• What are the 16 basic desires?

  • Acceptance
  • Curiosity
  • Eating
  • Family
  • Honor
  • Idealism
  • Independence
  • Order
  • Physical activity
  • Power
  • Romance
  • Saving
  • Social contact
  • Status
  • Tranquility
  • Vengeance
• The Four Dimensions of Religion

  1. Belief
  2. Ritual
  3. Spiritual experience
  4. Unique social forms of community
• Contemplating practice


  A method to develop concentration, deepen understanding and insight, and cultivate awareness and compassion.
• Examples of Contemplating practices

  1. Meditation
  2. Prayer
  3. Yoga
  4. Journaling
• Meditation


  Mental exercise for the purpose of reaching a heightened level of spiritual awareness.
• Prayer


  A spiritual communication with God as in supplication, thanksgiving, adoration, or confession.
• Yoga


  A Hindi spiritual and ascetic discipline.