How brands make us buy

Meet UEA brand lecturer Peter Schmidt-Hansen, who’s talking here about the psychological processes through which brands make us buy things.

As you watch, think about the three most recent things you’ve bought. Why did you buy them? What needs did they meet? Analyse the sequence of thoughts and emotions (or even just habitual responses) that went through your mind.

Have the slideshows already started to make you more aware of the choices that you make about brands, and what they say about your own basic and psychosocial needs? Think about someone you know who enjoys a brand. Are their needs the same as yours?