Definitions Flashcards
(44 cards)
Affordances (James Gibson, 1977)
Properties an object possess
These qualities define how the object will be used and what it encourages you to do
Depends on perception in an environment as perception drives action as well as an individual capability (adult vs child)
“It is not what is inside the head that is important, but what the head is inside of”
Important to consider affordances when designing products e.g. architects
Products encourage:
1) cuddle-ability - see and act
2) explore-ability - curious, discover more
3) afford-ability - nudge you to take action
Anxieties - children in the commercial world
Unhappy and negative relationships
Some anxieties are created in your head
Some anxieties are heightened and amplified through media
Children in society are seen in an emotional way due to the vulnerabilities
Anxieties are fuelled due to topics including:
1) Hidden dangers
2) Adult products - obesity, tobacco and alcohol
3) Sexualisation
Brand Loyalty
A tendency for repeat purchases from a brand due to emotional connection: meet expectations or align with ones self identity
Customers see this brand as superior to others
Can be a conscious or subconscious
Based on perception
This is very subjective and varies between people, but a very powerful technique for companies
e.g. Nike vs Adidas
Bronfenbrenner Model
Bioecological model of how a child develops overtime
Based on the qualities of the child and the environment
5 different system layers:
1) Microsystem: Directly influential factors e.g. family and peers - closest to the system (most influential level of system)
2) Mesosystem: Connecting/ building bridge between 2 areas of life e.g. teacher and parent
3) Exosystem: Indirect influences e.g. media
4) Macrosystem: All encompassing e.g. social and cultural beliefs
5) Chronosystem: Dimensions of time
Central Route (Petty and Cacioppo, 1981)
This is one of two forms of persuasion, based on the interest and opinions in a topic
Requires thoughtful consideration of ideas and concepts
Only possible if have motivation and ability
Key for high involvement purchases/ decisions e.g. car
Include information on product information and it benefits
Needed for long-term persuasion
Cognition, affect, conation
They are 3 types of attitudes/ way of thinking, which vary across consumption cycles and life spans
Based on 3 parts of the mind
Cognition = way we think (thoughts and beliefs) Affect = way we feel Conation = what motivates us
Cognitive Dissonance (Leon Festinger, 1957)
Internal conflict where two thoughts in your mind contradict each other creating a mental discomfort
Thoughts and behaviour are influenced by family, peers and media
This is a common feeling in purchasing also known as buyers regret
e.g. smoking - enjoyable but know it is bad for you
Compulsive Shopping
Compulsive is the process where someone does something a lot and cannot stop
Compulsive shopping has been identified as an impulse control disorder by the WHO
An individual gain pleasure from shopping and their pleasure receptors are triggered just like drugs
If an individual is unable to shop then they can become anxious
This shopping obsession goes beyond consumerism
These individual struggle massively in the ‘dissolution’ stage of consumption
Consumer Socialisation (Ward, 1974)
The way in which we learn and acquires skills, attitudes and knowledge relevant to how we function as a consumer in market place. This is a constant process throughout our lives which never stops and often an unintentional process
This topic is broad in terms of:
Economic - how spend money
Political - huge interest to policy makers
Traditionally seen as a one way process whereby children learn from their parent but now different:
1) Interfamilial
2) Celebrities
3) Advertising
Family influences beliefs, religions and manners
Friends influences fashion and style (way you express_
Contagion
Tendency for someone to repeat behaviour of someone else once they have performed it
This is often an unconscious process and part of being human
People find comfort in doing and being similar to others
Influences self identity
This term was adopted from medical stances
e.g. dress or speak in a certain way due to friends or celebrities
Dissolution
The way in which an individual dispose of a purchase
This is the 5th stage of the consumption cycle
Many ways to dispose and these are subjective but people are becoming increasingly aware of the environmental factors
Throw away, return, pass on to family or hoard (this is particularly common of compulsive shoppers)
Reason for actions depends on nature of products - is it part of your self identity
Dual Process Theory (Kahneman)
There are two systems:
We spend most of our time in S1, however most people identify themselves with S2
System 1: Thinking fast, gut instinct
Decisions based on limited information
Fast, automatic and effortless thought process
Based on first impressions we create judgements
System 2: Thinking slow, more rational
This comes into play when S1 fails
Critical thinking approach, often when we encounter something unexpected
Ecological Niche
The accustomed place where a child performs, behaves and does things (this is often the home surrounded by family)
The child here learns to behave in this particular setting - what to do, how to thinks and develops mental structures
Link to schemata
Elaboration Likelihood
Model of persuasion focusing on changing people’s attitudes
Central:
Requires thoughtful consideration of ideas and concepts
Only possible if have motivation and ability
Key for high involvement purchases/ decisions e.g. car
Include information on product information and it benefits
Needed for long-term persuasion
Peripheral:
Influenced more on other cues aside from the discussion
Passive process
Low involvement
Focus on making products look more attractive
Needed for short-term persuasion
Embodied Cognition
Originally mind and matter considered two different things but now stance is focusing on bodies being part of our minds
The brain is important but not the only source that generates behaviour
Body helps to solve problems we couldn’t do with just our brain
Used to think action was influenced by thought, but now believe thought can be influenced by action
e.g. Baseball fielder catching a ball - if you add a body that can move then get a better perception of how it is moving and where it will land
Emic & Etic Approaches to Cross -Cultural Research
Two different approaches to studying humans and how they behave across cultures
Emic:
Insider, bottom up
Looks at consumption from within the system only examining one culture (through the eyes of the culture)
Distinctive features and categories
Allows people to speak for themselves and hope new concepts appear, common when researching topics not already heavily theorised
Etic:
Outsider, top down
Universal approach, examining many cultures comparing them
What is universal across cultures by comparing and contrasting
Typical of large-scale questionnaire based work
Endowment Effect
The state whereby an individual values something they already own as more valuable and superior to something they do not own
This would result in them demanding significantly more to give up an object than they would be willing to pay to acquire
This concept states economic exchange is not symmetrical, trading is not straightforward and a product value is subjective and personal
Emotional bias influences this
e.g. old bottle of wine seen a more valuable than a new one to individual - large sense of personal welfare
Forced Binary Choice Recognition Paradigm
People notice things without being conscious of the fact, often used to work out if advertising has been successful
The ability for an individual to process information is measure by forced binary choice recognition paradigm
Forced - presented with no options and have to decide
Binary - presented with a choice of 2 (something you have seen, something you haven’t seen)
Recognition - when you remember seeing something
Advertising Literacy
An individuals ability to understand the meaning and intention of adverts, this varies massively across a persons lifecycle particularly throughout childhood due to cognitive development and naivety
Zajonc Experiment (1980)
Focused on social facilitation
This experiment highlights how people behave different when they are alone vs with other people
When with other people they have an increased physiological arousal
The experiment was based and showing impact on:
1) Ease of task
2) Presence of others (sometimes it hurts, sometimes it helps)
Result:
Simple task are performed better when in front of people
Complex less familiar (repetition priming) task performed better when along
Cockroach experiment: Mazes to test how quickly they run through successfully - FINDINGS:
1) Ran faster when in a pair or have an audience
2) Ran slower in pairs compared to by themselves when the maze became more complex
When performing in ecological niche everything is familiar so better in company
Generation Theory (William Straus)
Generations are based on cohorts of the year of birth where people share similar values and characteristics - often grouped in 20 year periods
Generations are often bound by significant events e.g. war
Event in recent history allow them to have specific behaviour patters - the era in which an individual was born influences their opinion and view of the world
Gen X = 1960-80
Gen Y/ Millenials = 1980-2000
William Straus believed ‘critical turning point’ every 8 years where a social order is destroyed and a new one is created but now seen as 20 years
Marketers must consider these time periods
e.g. generations ability to deal with technology
Hierarchy Of Effects
Process in which consumers go through to purchase a product - advertiser must consider this process when designing adverts
6 steps from viewing a product to purchasing it: the job of advertiser is to encourage consumer to go through all step. Large amount of effort required to get from stage 1 to 6
Grouped into threes stages (Lavidge and Steiner)
1) Product aware (Cognitive) - 1&2
2) Like the brand (Affect) - 3&4
3) Buying of product (Conative) - 5&6
6 stages are:
1) Awareness
Becomes aware through advert
2) Knowledge
More possible through internet and apps
3) Liking
Make attractive and likeable e.g. packaging
4) Preference
Advertisers need to establish a USP
5) Conviction
Offer sample to encourage customers, reassure them e.g. food samples yes drive a car
6) Purchase
Make it quick and easy otherwise they will walk away e.g. Apple Pay
Hofstede Dimension of Cross-Cultural Research (1970)
Hofstede theory highlights impact culture has on values of cultural members and how these relate to behaviour in the workplace
6 dimensions: (PIMULI)
1) Power distance
2) Individualism vs collectivism
3) Masculinity vs femininity
4) Uncertainty avoidance index
5) Long term orientation versus short term normative orientation
6) Indulgence vs restraint
Identity Crisis
Internal conflict with ones self over the uncertainty of their role
This is often characteristic of a particular stage of development: adolescence and mid-life crisis
Identity becomes confused due to hormones but this identity crisis must be resolved to allow you to continuing developing. During adolescence identity is confused as people test and explore their identity
Consider: sexuality and gender
