Psych In Your World: Brand Equity
By Dan Sachau
The “Psych In Your World” video series features short lectures by psychology professors at Minnesota State University, Mankato on a range of topics connected to psychology. These videos were created as resources for teachers of psychology at all levels. We also provide discussion questions for each video for you to use with your students.
In this video, Dr. Dan Sachau discusses his applied research on golf, and how this research applies to marketing of brand name products.
As you watch the video, think about these questions:
Are there any brands that you are willing to pay more for just for the sake of the “brand name”? If so, what are those brands? Why are you willing to pay more?
Do you think any social norms or social influences play a role in the idea of brand equity? Why would someone possibly pay more for an identical or near identical product just because of the name on it?
Resources
Dr. Sachau works in the area of Industrial Organizational Psychology. Many students are not introduced to I/O psychology and the career opportunities that are possible in this field. Check out this podcast to learn more about success in psychology and how to pursue lesser known paths.
This lesson plan contains additional discussion questions to go along with this video.