Consumer Behaviour Flashcards
schema incongruity
a deliberate conflict between our schema and an advert’s
direct attribute priming
priming the actual features of a produce (phone advert will show everything it can do)
indirect attribute priming
priming the context of the product rather than the product itself (alcohol advert being shown at a party)
repetition priming - advertising
the product and the brand name are often paired, so any image of the product then triggers the specific bran name
associative priming - advertising
the product is regularly associated with something else, so one triggers the other (green packaging = eco friendly)
confirmation bias - cb
- 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
brand loyalty
sticking to a particular company’s products over time even when there are better alternatives
authority bias
a tendency to uncritically accept the views of others we perceive as ‘experts’
subliminal messaging (product placement)
when an association is triggered subconsciously (a character on a TV show is wearing clothes from a certain brand)
brainwashing-style advertising
flashing images (that move too quick for the brain to consciously interpret) are banned in advertising in many countries
advertising can be used to influence consumer behaviour
- to buy a product
- to recycle
- to donate
- to eat a healthy diet
bandwagon effect - normative social influence
behaviour change or purchasing decisions can result from the perception that ‘everyone else is doing it’
social proof - informational social influence
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
classical conditioning
plays a role in the layout of shops (treats and ‘little buys’ by the checkout)
emotional associations
- used to associate the focus of an advert with other stimuli that produce positive feelings
- advertisers hope this will affect the consumer’s behaviour
repetition
- 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
aversion - classical conditioning
the horrible pictures on cigarette packets of lung damage are intended to classically condition an aversion to and feeling of disgust with smoking
desire
positive images and music used in an advertisement are intended to classically condition a desire and positive feeling for the product
operant conditioning
can be used to increase desired behaviour (loyalty schemes for certain shops)
positive reinforcement
- 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
use of celebrities in advertising
- 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
neuromarketing definition
the application of neuroscience to marketing (advertising)
neuromarketing
- 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
functional magnetic resonance imaging (fMRI)
- 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
eye-tracking
- used to measure direction and duration of faze
- companies pay more for the shelf location that gets the most eye-tracking
facial coding
electrodes attacked to the face detect even the slightest muscle movements, which are then correlated with expressions and emotions
