Consumer behaviour Flashcards
Product recognition
Advert aims to make product or service as recognisable as possible
Campaigns to change public opinion
Adverts try to change how people see their product
Schemas in advertising
- Create unique stimuli associated with their brand
- Use positive stimuli
Priming in advertising
- Prime to associate stimulus with brand
- Make it easier for consumers to recall product
Subliminal messages
Priming where the consumer is not conciously aware of the stimulus
Strength of cognitive approach in consumer behaviour
- Evidence of effects of priming
- Describe wine while listening to music - desc. matched music
Weakness of cognitive approach in consumer behaviour
- Effects are weak
- Research is difficult to replicate
- Subliminal messaging is unethical
Confirmation bias in consumer behaviour
Previous good experiences with a brand makes you more susceptible to advertising
Authority bias
more likely to buy a product advertised by someone seen as an authority
Brand loyalty
More likely to buy from brands you have bought from before
Bandwagon effect
More people doing something means more people are likely to follow
Social proof
ISI
- Belief that the group knows more than you do
- Adverts use consumer opinion to create social proof
Strengths of social approach in consumer behaviour
- Many people readily conform to norms
- Sign next to lift increased stair usage
- Students exposed to celebrity in ralph lauren tshirt more likely to purchase similar tshirt
Weaknesses of social approach in consumer behaviour
- Social proof is stronger in collectivist cultures
- Attempts to influence behaviour with norms can backfire
- “Boomerang effect”
Operant conditioning in consumer behaviour
- Interactions reward use of social media
