Consumer behaviour Flashcards
how are schemas explained in consumer behaviour?
advertisers attempt to create positive schemas of their brand in the mind of consumers
how is priming explained in consumers behaviour?
advertisers will attempt to prime consumers to think positive things when they see their product
what is direct attribute priming?
brought under our noses
what is indirect attribute priming?
attempts to stir subconscious associations
what is authority bias?
the tendency to attribute greater to the opinion of an authority figure and be more influenced by their opinion
how can classical conditioning explain consumer behaviour?
advertisers try to create positive emotional associations
how can operant conditioning explain consumer behaviour?
companies use positive reinforcement to increase brand loyalty and consumer spending (loyalty points, B1G1FREE)
how can social learning explain consumer behaviour?
people would want to buy a product because a role model uses it (imitation)
how can conformity to group norms explain consumer behaviour?
buying a product because it’s the socially and culturally expected thing to do
what is the bandwagon effect?
involves behaviour change that result from the perception that everyone else is doing it
what is social proof?
occurs in situations where we are not sure what to do or believe so we look to other people for guidance
what is neuromarkering?
the application of the scientific study of the brain to marketing
how are scanning techniques useful in consumer behaviour?
they can be used to investigate the brain and other parts of the body
what is facial coding?
measuring human emotions through facial expressions
what is eye-tracking?
measuring the motion of an eye to see which part of the advert caught the consumers attention
