24 April 2025  This is the sixth episode of Applied Psychology in Daily Life with Dr. Josef Sawetz, a communications and marketing psychologist whose lectures at institutions like the University of Vienna and the Danube University Krems explore how psychological insights shape our behavior—from everyday choices to strategic communication. In this episode, Dr. Sawetz dives into the psychology of decisions we make while shopping—whether it's grabbing a familiar cereal brand, choosing a new jacket, or even casting a vote during elections. What drives these decisions? Often more than we think: emotions, past experiences, advertising, social influences, and mental shortcuts—known as heuristics—all play a role. Using the framework of The Stages of Evaluation and Decision-Making, this episode unpacks how we recognize needs, search for information, evaluate our options, and ultimately make choices—sometimes with confidence, sometimes with regret. The same cognitive processes that lead you to a "sale" tag in a fashion store may also shape how you evaluate political candidates. By understanding the psychological mechanics behind our decisions—from price perception to emotional triggers—we can gain awareness of how we're influenced and learn to make more conscious, satisfying choices. From choosing the right T-shirt to deciding who governs our country, it all starts in the mind. Let's explore. |