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How Do Emotions Affect Consumer Decisions?

  • Aug 13, 2013 · 6:30 PM
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Our emotions effect every facet of our lives, including which products we choose to buy and use.  In August,  Dr. Anastasiya Pocheptsova, Assistant Professor of Marketing at the Robert H. Smith Business School, will show us how happiness and other positive emotions shape those choices. She'll review current state of the literature as well as her own research on how positive affect changes the way consumers view product choices, including how a company's marketing efforts can shape that decision.

The choice over which product a person uses is a central topic in marketing. It is also a necessary, and often overlooked, first step in designing products for  behavior change. You can't help people change their daily behavior and routines if they don't use your product at all.

We'll start at 6:30 with networking, food, and drinks, sponsored by Deloitte's new Deliberate Design Group. Then we'll jump into the talk at 7pm.


I look forward to seeing you all there!






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  • Anastasiya P.

    I want to thank the group for having me over - it was fun! Be happy to continue the conversation about implementation of these ideas and lead to more readings on the topic.

    August 14, 2013

  • A former member
    A former member

    Fascinating topic good presentation god venue. Thanks for managing event length carefully too.

    August 14, 2013

  • Karen T.

    Good insights into how usability on complex interactions is (still) important and especially for people with a positive start state who don't want to risk entering into an unhappy state vis a vis a difficult/bad experience. Also cool to see that given the choice to NOT choose a choice/option, people with positive affect are more likely to walk away empty-handed from a situation asking them to choose between FREE gift certificates from two restaurants with complex trade-offs to navigate through. I also appreciate seeing "proof" of how emotional start states at the time of decision-making can significantly color perceptions of the product/service, even for a long time after the decision was made. Would be interesting to see how change in emotional "end states" affect satisfaction too. Overall, the objective for good UX still stands = establish holistic understanding of context & potential biases, including emotion, when conducting & applying user research findings.

    August 13, 2013

  • Crystal L

    It was my first meetup and I was fascinated by how mild emotions play a role in marketing. Look forward to the events coming up!

    August 13, 2013

  • KS

    Some consumer good insights, but I would have to know more about the methodology to consider adopting the suggested conclusions. Just the normal resevsations about academia vs. real world.

    2 · August 13, 2013

  • Jim B.

    Very provocative presentation, with deep implications for product and service offerings.

    August 13, 2013

  • Patrick S.

    Couldn't be there and sorry I missed it. will the video be posted?

    August 13, 2013

  • Shep M.

    Fascinating subject. I think many of us that are Product/UX Designers are back on our heels. We're all looking for some way to leverage this... while at the same time questioning our own design strategies & goals.

    Looking forward to the continued discussion.

    August 13, 2013

  • A former member
    A former member

    Great job Anastasiya!

    August 13, 2013

  • Steve W.

    Hi everyone. The event is on the 15th floor, but there will be folks to direct you at the front door. And, yes, the talk tonight will be taped!

    1 · August 13, 2013

  • Yelile S.

    I'm so bummed I can't make the talk. Is there any chance the lecture will be recorded?

    August 13, 2013

  • Lynn S.

    Shoot! Sorry I won't be able to make it. Hopefully a review will be posted.

    August 13, 2013

  • Crystal L

    What floor or room number will the forum be? Just wondering, thanks!

    August 13, 2013

  • Jill M.

    Sorry to miss!

    August 12, 2013

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