Consumer Behaviour

Question 1

How does priming affect consumer behavuoeV

Answer 1

1. Direct attribution priming- shows good qualities of a product
2. Indirect attribution priming- associating the product with a wider context

Question 2

How does confirmation bias affect consumer behaviour?

Answer 2

1. It causes brand loyalty
2. More likely to buy something that confirms what you think you already know

Question 3

How does authority bias affect consumer behaviour?

Answer 3

1. Consumers are more likely to agree with someone who is an expert
2. E.g. dentists in toothpaste adverts

Question 4

What is the research support for cognitive priming?

Answer 4

1. Descriptions of wine matched the characteristics of the music that was being listened to
2. E.g. powerful and heavy, mellow and soft, zingy and refreshing

Question 5

What are the weaknesses of cognitive priming in consumer behaviour?

Answer 5

1. Consumers are not aware of priming in ADs

Question 6

What are the weaknesses of cognitive priming in consumer behaviour?

Answer 6

1. Consumers are not aware of priming in ADs