Consumer behaviour 1 Flashcards
Habitual decision making has HIGH/ LOW purchase involvement
LOW
What are the 4 ‘deficiency needs’ of Maslov’s pyramid of needs (bottom 4 layers)
Psychological needs, safety and security, love and belonging, self esteem
What is the final stage of Maslov’s pyramid of needs
Self-actualisation
State 2 criticisms of Maslov’s pyramid of needs
- Cannot empirically measure levels of satisfaction
- Cant account for suicide
- Cultural differences mean people have different needs and emotional behaviours
What is social symbolism?
Symbols are part of the creation of our social world
What is self-symbolism
Symbols are part of the creation of the identity of the individual
What is classic conditioning?
When a person perceives 2 stimuli at about the same time
What is operant conditioning?
When people learn that their actions result in rewards or punishments
What is stimulus generalisation?
Feelings associated with a product will rub off on other products that resemble it e.g. Star Wars cereal
What is cognitive learning theory?
Associating products with nice cars, attractive people etc.
What are reference groups?
A set of people consumers aim to please or imitate
What is conformity?
A person changing as a reaction to real or imagined group pressure
What are opinion leaders?
Celebrities or high profile people used to build brand association
