Consumer Behaviour

Question 1

schema incongruity

Answer 1

a deliberate conflict between our schema and an advert’s

Question 2

direct attribute priming

Answer 2

priming the actual features of a produce (phone advert will show everything it can do)

Question 3

indirect attribute priming

Answer 3

priming the context of the product rather than the product itself (alcohol advert being shown at a party)

Question 4

repetition priming - advertising

Answer 4

the product and the brand name are often paired, so any image of the product then triggers the specific bran name

Question 5

associative priming - advertising

Answer 5

the product is regularly associated with something else, so one triggers the other (green packaging = eco friendly)

Question 6

confirmation bias - cb

Answer 6

• when we buy an expensive product, we want confirmation that we made the right choice
• so, we will focus more on the positives of it, ignoring the negatives and more on the positives about it
• ignoring the positives of other similar products

Question 7

brand loyalty

Answer 7

sticking to a particular company’s products over time even when there are better alternatives

Question 8

authority bias

Answer 8

a tendency to uncritically accept the views of others we perceive as ‘experts’

Question 9

subliminal messaging (product placement)

Answer 9

when an association is triggered subconsciously (a character on a TV show is wearing clothes from a certain brand)

Question 10

brainwashing-style advertising

Answer 10

flashing images (that move too quick for the brain to consciously interpret) are banned in advertising in many countries

Question 11

advertising can be used to influence consumer behaviour

Answer 11

• to buy a product
• to recycle
• to donate
• to eat a healthy diet

Question 12

bandwagon effect - normative social influence

Answer 12

behaviour change or purchasing decisions can result from the perception that ‘everyone else is doing it’

Question 13

social proof - informational social influence

Answer 13

in situations where we aren’t sure what to do or believe, we may look to other people for guidance because we think the others are better informed

Question 14

classical conditioning

Answer 14

plays a role in the layout of shops (treats and ‘little buys’ by the checkout)

Question 15

emotional associations

Answer 15

• used to associate the focus of an advert with other stimuli that produce positive feelings
• advertisers hope this will affect the consumer’s behaviour

Question 16

repetition

Answer 16

• a conditioned response to a product weakens until it disappears (extinction)
• extinction can be avoided through repeated pairing of the unconditioned stimulus and the conditioned stimulus

Question 17

aversion - classical conditioning

Answer 17

the horrible pictures on cigarette packets of lung damage are intended to classically condition an aversion to and feeling of disgust with smoking

Question 18

desire

Answer 18

positive images and music used in an advertisement are intended to classically condition a desire and positive feeling for the product

Question 19

operant conditioning

Answer 19

can be used to increase desired behaviour (loyalty schemes for certain shops)

Question 20

positive reinforcement

Answer 20

• any behaviour that results in a pleasurable consequence is likely to be repeated
• eg. if you buy a product from a certain brand and have a good experience of it, you find this rewarding and this make sit more likely you will buy this again

Question 21

use of celebrities in advertising

Answer 21

• role models can influence the purchase of a product or donating to a charity
• possess something the consumer admires, more likely to follow them and buy the product

Question 22

neuromarketing definition

Answer 22

the application of neuroscience to marketing (advertising)

Question 23

neuromarketing

Answer 23

• focuses on what triggers buying habits
• understand what makes advertisements effective
• manipulate product and package design in order to appeal to unconscious processes and therefore influence buying decisions

Question 24

functional magnetic resonance imaging (fMRI)

Answer 24

• measure electrical activity and which area of the brain is activated respectively
• these are used by companies to ‘test’ the response to products and packaging before they’re launched in shops

Question 25

eye-tracking

Answer 25

• used to measure direction and duration of faze
• companies pay more for the shelf location that gets the most eye-tracking

Question 26

facial coding

Answer 26

electrodes attacked to the face detect even the slightest muscle movements, which are then correlated with expressions and emotions