Consumer behaviour

Question 1

Define neuromarketing

Answer 1

The study of the brain to market properly

Question 2

Functional Magnetic Resonance Imaging (FMRI)

Answer 2

Blood contains iron, oxygen carries haemoglobin which then show which areas are active, showing excitement

Question 3

Facial coding

Answer 3

Electrodes are attached to the face to detect muscle movement, which show emotion showing how the person feels about the ad/product

Question 4

Eye tracking

Answer 4

Eye movements are linked to brain activity, so it shows what you see first in the product/ad which helps with advertising

Question 5

Biological strength and weakness

Answer 5

Strength - neuromarketing says more about the consumer behaviour than their actual methods and using questionnaires is more effective as not everyone this conscious when decision making
Weakness - suggest neuromarketing claims are exaggerated and that focus groups work better

Question 6

Conformity to social norms

Answer 6

Our need to be like others and to almost look like them to fit it

Question 7

Social proof

Answer 7

Uses statistics and numbers to display and sell a product better so people think its worth having

Question 8

Classical conditioning

Answer 8

Learning through association, the Repetition of an ad and a specific company sticks with you

Question 9

Operant conditioning

Answer 9

Positive reinforcement - buy one get one free

Question 10

Social learning

Answer 10

Influences using a product which makes you think its food

Question 11

Learning approach one weakness one strength

Answer 11

Strength - classical conditioning can alter consumer attitudes and shows identification plays a huge role in consumer attitudes
Weakness - most of these experiments were conducted in a lab and conditioning offers no explaination

Question 12

Cognitive approach strength and weakness

Answer 12

Strength - priming is an influence, tests were done saying the wine tastse like the song when they had the same wine
Weakness - subliminal messages are weak and there’s poor evidence to show these even work

Question 13

Define authority bias

Answer 13

Authority figure represents credibility - a dentist with a toothpaste ad

Question 14

Define conformation bias

Answer 14

Supports brand loyalty, if the ad supports their ideas and info about a product they will more likely to continue buying the product