Consumer Behaviour Flashcards
what are the steps in the traditional view of consumer behaviour to purchasing something
need recognition information search evaluation of alternatives purchase decision post purchase decision
where is market influence deemed most strong in the traditional method of choosing what to nuy
evaluation of alternatives
why is the traditional model too straighforward
we flick back and forth from one step to another in reality
its a web like pattern of behaviour
what might we seek out before the actual official information of a product
peer reviews
how does the loyalty model change the traditional model
it allows for consumers who enjoyed their experiences to go straight back to the purchasing stage rather than back to the first stage and skip the evaluating alternatives etc.
what is the idea behind the marketing spiral
we generally reject the idea of the official marketing being the most influential source, it’s moreso the our own converstaions and experiences that we value
examples of a rise of web based participatory culture
food reviews
benefit of peer reviews for consumers
helpful
more informed
not duped by companies
more transparent
threats of consumer reviews
easily swayed
less individualistic
easily mainpulated
what is the challenge of brands being part of the conversation about their own products online
social media was made for people and not for brands
it can seem inauthentic, intruisive and annoying
why is the assumption that consumers are going to spend their time to be fully informed on products before purchase a false assumption
we are choice rich and time poor
we are more likely to make rash decisions based on emotions and feelings
what is choice blindness
when we cannot rationalise why we chose something
how do luxury goods market through emotion
sell a feeling and a lifestyle rathe than the functionality of the product
how is advertising through feelings and emotions not manipulative
ti helps the consumer reach their desired states of emotion
example of choice blindness used in class
jam testing
asked to say which jam they prefer of two
after given the jam they disliked (and told it was the one they did like) and were asked why they liked it.
