Consumer Behavior Flashcards
The mental stress or discomfort experienced from having conflicting thoughts, beliefs, or attitudes
Humans strive for internal consistency
Cognitive dissonance
Cognitive dissonance
The mental stress of discomfort experienced from having conflicting thoughts, beliefs, or attitudes
Humans strive for internal consistency
Cognitive dissonance: humans strive for
Internal consistency
Cognitive dissonance is the mental stress or discomfort experienced from having conflicting (3)
Thoughts, beliefs, or attitudes
Consumer behavior 3 corners
Affect (how you feel)
Cognition (what you think)
Behavior (what you do)
3 ways humans deal with cognitive dissonance
- Change belief
- Change action
- Change action perception
Action changes attitude _____ than attitude changes action
Faster
9 ways to motivate action
Framing Collectivism Ownership Play Utility Modeling Skill Ease Commitment
People react to a particular choice in different ways depending on how it is presented
Framing effect
Why does reframing work?
Because our brains have limited processing capacity
Framing effect
People react to a particular choice in different ways depending on how it is presented
The practice or principle of giving a group priority over each individual in it
Collectivism
Collectivism
The practice or principle of giving a group priority over each individual in it
Four building blocks of collectivism
Obedience
Conformity
Action
Purpose
Obedience study
Milgram study
Conformity study
Line study
Two ownership effects
The endowment effect
The IKEA effect
People place a disproportionate value on something they own, build, or help create themselves
Ownership
There is a connection between the things we own and our selves; we think highly of ourselves so we think highly of the things we own and create
Ownership
Ownership
People place a disproportionate value on something they own, build, or help create themselves
There is a connection between the things we own and ourselves; we think highly of ourselves so we think highly of the things we own and create
The use of game mechanisms and game structures to make situations playful
Gamification
Gamification
The use of game mechanisms and game structures to make situations playful
Why do humans like games?
Because activities with rewards activate dopamine
Play is the intersection of what two things
Do what I enjoy (consumer wants)
Spend time with my brand (advertiser wants)
The more value that can be injected into a brand (making the brand increasingly valuable to the consumer), the stronger the brand becomes
Utility
Utility
The more value that can be injected into a brand (making the brand increasingly valuable to the consumer), the stronger the brand becomes
Value =
Ability to meet my goal/price
Three examples of “models”
Family
Friends
Reference groups
An individual or group whose perspectives, values, or behavior is used by another individual as a basis for his or her judgements, opinions, and/or actions
Reference groups
3 types of reference groups
Membership (officially belong)
Aspirational (desire Association)
Dissociative (to be avoided)
Making a task easier through capacity building and providing resources to confidently engage in the behavior
Skill
Skill
Making a task easier through capacity building and providing resources to confidently engage in the behavior
A person’s belief in their ability to succeed in a given situation
Self efficacy
Self efficacy
A person’s belief in their ability to succeed in a given situation
This eliminates complexity - makes it easier for people to undertake behaviors
Modify the environment or context of the bah cope to make it easier
Ease
Ease: This system is fast, unconscious, automatic, everyday decisions, error prone
System 1
Ease: This system is slow, conscious, effortful, complex decisions, reliable
System 2
Foot in the door - people are more likely to do a larger task if you ask them to do a smaller task first
Cognitive dissonance
Commitment
Commitment example
Foot-in-the-door: people are more likely to do a larger task if you ask them to do a smaller task first
