M1 why we buy docu Flashcards
what happened when Brian Walsink added the limit 12 sign to the soup display
people bought more cans than without the sign
scarcity mindset
reactance: trying to push the rules - rebel
what mode is our brain in when we’re cruising around the grocery store or driving? what mode does it switch to when we encounter the product we’re looking for or a stop light?
in beta (automatic), switch to alpha (systematic)
what 3 things do our eyes do when we switch to alpha mode
1) look for the shape of the object
2) look at the color of the object
3) scan the area around the object
how many pieces of visual information can we process at one time?
7
are grocery lists effective? why/why not
not really - people with lists end up buying more things that they didn’t plan on buying
they reward themselves for getting what’s on the list
Jennifer Chang studied the same 5 households in Chicago over the course of 4 years to research their motivations and behavior surrounding brands. What type of study is this?
longitudinal and qualitative (HOW do these 5 families behave and how are they motivated?)
what is horizontal signaling in terms of marketing/brand identity
using a product or brand to signal your identity to your peers (similar age group as yourself)
how much do teenage boys spend compared to teenage girls
boys spend more
characteristics of female shoppers
females are the gatherers
cautious; compare price and quality of different options
characteristics of male shoppers
males are the hunters
no nonsense; get in and get out
how do credit cards increase our consumption
you pay the bill after you buy the product, so the pain of paying is separated from the joy of the purchase so people buy without thinking of the consequences
David had Michael go on a shopping mission to buy a white T shirt and toy truck with his son in 30 minutes. What did David learn from this experiment
Females and males have very different shopping experiences - shopping can be very stressful for males because they just want to get what they need and leave (Michael’s blood pressure and cortisol increased and fight/flight was activated)
*BUT this experiment put Michael in a time constraint which may have increased the stress level
lack of which neurotransmitter may cause shopaholism?
serotonin
what part of the brain is activated when we get a dopamine rush from shopping
nucleus accumbens
Jennifer Chang followed Pam around Dominic’s grocery store. How did Pam decide what products to buy?
She had a list but chose brands based on what she grew up with/what her mom bought
emotional attachment rather than practical
did not see other brands as being interchangeable - she is brand loyal
she unpackages her products when she gets home (unbrands them - I’m not sure why)
