Consumer Behaviour

Question 1

What is a social norm?

Answer 1

1. A behaviour or characteristic that is widely accepted by society

Question 2

What is Behavioural change?

Answer 2

1. Partly explained by NSI
2. Wanting to be accepted by a group
3. Leads to compliance
4. Buying things or changing behaviour to fit in

Question 3

What is social proof?

Answer 3

1. Buying something that others are buying because we think they know better

Question 4

What is the bandwagon effect?

Answer 4

1. Successful people promote a product
2. Their followers are then more likely to buy it
3. The product becomes successful
   -> Going along with a trend
   -> Creates an illusion that the product is already popular

Question 5

Practical Application for consumer behaviour

Answer 5

1. A poster next to stairs said ‘More than 90% of people use the stairs instead of the elevator, why not you?’
2. This increased stair usage by 45%
3. Shows social norms and social proof can help change health related behaviour

Question 6

Research support for consumer behaviour

Answer 6

1. Watch AD for luxury product associated with/without a celebrity
2. With celebrity- willing to display larger logo on t-shirt
3. Shows bandwagon effect can explain sudden popularity of products

Question 7

Consequences of consumer behaviour

Answer 7

1. Cultural differences
2. Social proof isn’t universal
3. Levels of aggreement is much higher in collectivist cultures
4. Campaigners wanting to use social proof in ADs must consider the impact of culture on its success