11 - Online Consumer Behaviour Flashcards
4 activities consumers can do on the internet (CICE)
Commerce
Information
Connection
Entertainment
Benefits of the internet (CICE)
Choices
Information
Convenience
Efficiency
Online choices (3 attributes)
More attention to recommendations (netflix recos)
More choices of known brands (marvel movie options)
More choice postponement (less people buy when presented with more choices - higher anticipated regret)
Lower self control, greater serendipity
Serendipity
Unintentionally discovering something good. Serendipity = surprise = high satisfaction = high loyalty
eg: browsing on netflix
Fake news
Completely untrue
Partisan news
Half true, omits relevant information
Fake & partisan news and why it has strong effects on people’s judgements and decisions
Stream of targeted fake news feeds confirmation bias
Online and offline confirmation bias reinforce each other
Negative opinions are confirmed more easily than positive
Video/pictorial information more common online (increased availability)
Repetition
Recency effect
Sleeper effect (forget the source, remember the content)
Possible solutions for negative effects of social media
Social media firms (flag/ban fake news)
Governments (regulate false information)
Consumers (public education)
Technology (integrate tech features eg: hide likes ig)
4 reasons why people share personal information online
Reciprocity
Availability
Habit
Social proof
Reciprocity (sharing information online)
Reciprocity for access
eg: access this article by turning off adblockers
Availability (sharing information online)
Attractive current task more top-of-mind than future risk
eg: agree to cookie collection upon site arrival
Habit (sharing information online)
Done repeatedly with benefits and no problems
eg: accepting cookies
Social proof
Everyone else gives information
