(3) Marketing Psychology Flashcards
What are the 5 stages of consumer consumption
- Need recognition
- Information search
- Alternative choices
- Purchase decision
- Post-purchase evaluation
What is the impact of too many alternative purchase options?
More effortful decision-making, overwhelming
What’s the best type of purchase to try to take advantage of?
Impulse
Who are impulse purchase ads targeted to?
Teenagers
Why are adolescents targeted for impulsive purchase
Limbic system develops faster than prefrontal cortex
Delayed gratification
ability to delay recieving a reward for the promise of something better
What factors make up the ability to delay gratification?
Self-control, hyper sensitivity to immediate rewards, cost of time spent waiting
What traits do people who can delay gratification have (4)?
- Better self control
- Better conscientiousness
- Better self discipline
- Better achievements
What relationship does delayed gratification have on health
Modestly associated with improved health and decreased mental health issues
Foot in the door technique
Agreeing to a small request increases likelihood of agreeing to second, larger request
Confirmation bias
seeking/interpreting evidence in ways that are partial to existing beliefs
Myside bias
Evaluate/generate evidence/test hypotheses in a way that supports prior opinions/attitudes
How do you take advantage of senses when marketing?
Provocative/powerful images
Why is visual imagery so effective in marketing?
Visual perception Invoke same areas of the brain as remembering visual scenes/objects, activate vast networks of brain regions
Why is colour important in marketing?
62%-90% of impulse purchases are based on colour alone
