Business and consumer behaviour Flashcards
Motivation behind shopping
In terms of evolution, having more ‘stuff’ would advance social status and increase reproductive success.
Humanism Hierarchy- Maslow explain
He has a hierarchy o needs that suggest people cannot reach their full potential without having dine alll stages from the bottom up. Explains how we always need more stuff.
Maslow hierarchy structure
1 phsiological needs- breathing, food, water, shelter clothing
2 safe and security- health employment property
3 Love and belonging- friendship, friends, intimacy
4 Self-esteem- confidence, achievement, respect of others, need to be a unique individual
5 Selfactualisation- morality, creativity, spontaneity, acceptance
Consumer behaviour- cog
refers to how people make decisions about what products of services to buy and all the activities that influence those decisions. Businesses want to understand consumer behaviour to predict trends, understand buying habits, attract more consumers.
Schemas- cog
We already know that a schema is a mental package of knowledge relating to a concept, object, event
Schemas help us make sense of the world making it more predictable, and this is true through commercial brands and products.
Adverts work to challenge our schemas rather than confirm them which helps us to remember them in the future.
Schema Incongruity
This concept is when adverts challenge our schemas rather than confirm them
The idea of this is to increase the likelihood of it being remembered
cognitive priming
We process a stimulus more quickly when we see or hear the stimulus first
Yi (1990) argues that a key form of priming is the context of an advert. Like any prime, context activates schemas in the minds of the viewers, making a product more accessible.
Eg- car advertising, start with a contact- space, room. Smooth ride, family journeys and associate it with a brand name.
types of cognitive priming for consumer behaviour
Direct Attribute Priming- highlighting the desirable features of a product so the consumer recalls the product when they think about the other features. Eg- see an advert for a phone with qualities around size, speed and price. Later in research an individual is likely to recall this information
Indirect Attribute priming
Associating a product with the broader context so the consumer recalls the product when they think of the context. Eg- advertising a car on a long idyllic roads and then driving down one later on and being reminded of the advert.
confirmation bias- cog
Confirmation bias- consumers prefer to hear information that confirms what they already believe called confirmation bias. This helps with brand loyalty. Someone who has a good experience of a product will be more receptive to advertising and may even filter out competing brands. This is them seeking to confirm their .
Brand loyalty- sticking to a particular company’s products over time even when there are better alternatives.
FMRI -functional magnetic resonance imaging- bio
Its a form of brain scanning which measures the activity (function) of the brain when it is ‘working’.
Detects changes in the blood oxygenation and flow in specific areas of the brain.
The participant lies in the fMRI scanner and watches an advert and we can measure what aspects of the brain are activated in real time.
In the language of neuromarketing, ‘fMRI helps advertisers to understand what features of an advert can push a consumers buy button’
eye tracking- bio
Researchers use eye tracking to track the consumers eye movements when viewing a product.
Many areas in the brain are involved in vision and coordinating eye movements- which can be linked to cognitive functions whilst watching adverts etc.
This can be associated with brain activity as it helps us to identify the most interesting, exciting or motivating aspect of the stimulus.
We also can recognise what is Confucian on a package or advert, as we tend to look longer in.
facial coding- bio
This idea can be tracked back to Charles Darwin -1972. He felt facial expressions offered a window into viewing how one really feels. In neuromarketing, electrodes attach to peoples faces and detect slight muscle movements as they watch an advert. These movements are correlated with emotional, expressions and feelings, indicating which aspects of an advert the consumer find appealing. Ekman and Friesen (1978) developed a system of coding called FACS in attempt to provide some objectivity surrounding facial expressions
This combined the categorisation from 43 different facial muscles.
-learning - classical conditioning with neruomarketing
Involved learning through association. This is the main learning process used in advertising because it does not require a response from the consumer. The aim is to associate a brand with positive feelings making the consumer more likely to pay for it.
In terms of marketing, classical conditioning is learning through association can be affected by 2 factors:
Emotional associations, this advert is associated with positive feelings being experienced. EG- use of a celebrity enjoying themselves eating a burger is going to associate happy emotions for you watching.
Repetition- over time, a conditioned repose to a product weakens until it disappears- this is called extinction. This can be avoided through repeated paring of associations. Eg- repeatedly viewing the advert.
operant conditioning with neuormarketing - learning
an happen in many ways ten relation to advertising.
Positive reinforcement- any behaviour that results in a pleasurable consequence is likely to be repeated. Where you have a good experience with the product, or the customer service, you’re then more likely to feel rewarded.
BOHOF and loyalty points- companies use themas to provide reinforcement of buying behaviour. This is because they feel like you are getting a bargain, or collecting points in exchange for something tangible or money off.
social learning and neuromarketing- learbubf
Business utilise social learning in one of three ways.
Modelling and imitation.
Vicarious reinforcement-
Use of celebrities in advertising- They are potentially powerful models. If someone identifies with the celebrity, someone is more likely to imitate their behaviour.
authority bias -cog
Authority bias- consumers tend to assign more credibility to the opinion of an authority figure who is likely to be an expert. Eg- in toothpaste adverts its common for a dentist to explain the benefit and how it works.
social norms- social approach
our beliefs and expectations and unwritten rules about behaviours that any forum consider to be ‘proper’ behaviour. Most people have a strong desire to conform to these social norms and this is often exploited in advertising
NSI- social
Deutsch and Gerad 1955- Acceptance by others is a powerful resource. It appeals to our nature to be liked and avoid being rejected. It leads to compliance that is changing behaviour publicly even if privately we still hold another view
Some subjected to NSI may buy products in order to fit in with their peers
Social proof ISI
People do not just conform in order to fit in and be accepted. Social proof is another term for ISI. We often go along with other people because we believe they know more than us about the current situation
The more people who agree on a course of action or a belief the more influenced we are
The bandwagon effect
This. is a social phenomenon- Refers to the tendency most people have of doing something because other people are doing it. Its advertising operates on the assumption that success breeds success. A. product must be adopted by the ‘mass’ in order to be adopted
The hope is that a product/ service will be adopted by influence then supported by millions.
modelling and imitation - learning
Modelling and imitation- modelling occurs when someone observes the behaviour of another person and then copies it (imitation).
vicarious reinforcment- learning
Vicarious reinforcement- We are more likely to imitate a model when we observe them enjoying using the product. This can motivate people to buy the product and engage with it.
use of celebrity in advertising - learning
Use of celebrities in advertising- They are potentially powerful models. If someone identifies with the celebrity, someone is more likely to imitate their behaviour.
