Consumer behaviour Flashcards
Schema
A mental package of knowledge related to
something
Direct attributive priming
People advertise specific features of their products
Indirect attribute priming
Context of an ad which activates peoples schemas
Authority bias
People assign credibility to an experts opinion
Confirmation bias
When you hear something u already believe
Brand loyalty
Customers create an emotional bond towards a brand
Classical conditioning
Learning through associating 2 things
Operant conditioning
The response from the consumer can be reinforced or punished
Social learning
When someone observes and imitates behaviour
The use of celebs
Imitation is more likely when they identify with the model
Bandwagon effect
When people do something because other people do it
Social proof
You go along with people as you believe they know more than you
Neuromarketing
Using tech to measure consumer decisions
fMRI
measures blood flow change and emotional
response
Facial coding
Measuring human emotion through facial
expressions
