Chapter 5-Consumer behaviour Flashcards
What is a brand personality?
A set of human characteristics that people associate with a brand, and which reflect the stereotypic image of the typical user of the brand. (Dove-pure body image, Harley Davidson-Rebel, Nike (JUST DO IT.)-Conqueror)
What is conspicuous consumption?
The acquisition of luxury goods that publicly display economic power. (Hunter stövlar, Michael Kors bags)
What are feeling goods?
Products that have a significance that goes beyond the utilitarian functions. They convey meaning through which people communicate something about themselves to others and themselves.
What is heuristic processing?
Applying rules of thumb to communications to decide on their validity., without having extensive elaboration of the arguments.
What is identity similarity?
The extent to which performing a behaviour is consistent with a person’s self-concept.
What is subliminal advertising?
Advertising a brand through brief exposure times that viewers are not consciously aware of to make it more cognitively accessible. (Movie theatre: Blinking pictures of coca cola, or ‘‘eat popcorn’‘-More sales during movie break, playing French music at the groceries store+special offer on the wine-people will buy more French wine)
Which three routes are there in advertising?
Cognitive (arguments are provided), affective (evaluative conditioning) and subliminal. Subliminal advertising only works if it fulfils the criteria, and is also illegal in some countries.
What are the four criteria for the subliminal advertising to work?
If the brand is liked.
If the brand name is already highly cognitive accessible.
It is offered shortly after exposure.
If the consumer has a need for the product.
What is evaluative conditioning?
A process (part of affective route) through which the emotional values associated with a stimulus is transferred to a simultaneously presented other stimulus, thereby altering the evaluation of the latter stimulus. (Involving affective responses. i.e. positive famous person+neutral product=positive feeling about the product)
What is valence?
The emotional values associated with a stimulus. (i.e. fear/anger-negative valence (emotional values), love-positive valence)
What is the definition of consumer behaviour?
The psychological process and social process people undergo in the acquisition, use and disposal of products.
What is consumer inference?
The process by which consumers assign a value to an item not contained in an ad on the basis of other data in the ad.
What is a utilitarian function of a product?
Buying a product for the use of the function the product brings (washing machine)
