Unit 1 - LAB - Consumer Behaviour

Question 1

What is consumer behaviour?

Answer 1

how people make decisions about what products or services to buy, all the activities that influence those decisions, including advertising.

Question 2

Activation of a schema can help increase the receptivity to what?

Answer 2

A message.

Question 3

What is subliminal perception in relation to schema and cognitive priming?

Answer 3

The exposure to information below the level of conscious awareness which triggers a change in feeling or behaviour.
A hidden message that conveys the expression of something.

Question 4

What type of impression do they need to be primed with?

Answer 4

A favourable impression

Question 5

What is a direct form of subliminal message?

Answer 5

Brain washing

Question 6

What is greenwashing?

Answer 6

a legal subliminal technique used by advertisers to trigger schema, by using green in their adverts such as grass, trees, using the colour green suggesting to the viewer that the product is ecologically friendly.

Question 7

What types of priming are used in advertising?

Answer 7

Associative and repetition

Question 8

What does repetition priming do?

Answer 8

Makes a product more memorable

Question 9

What happens in association priming?

Answer 9

the name of a product is paired with the type of product, meaning through association the priming of the type of product then primes the specific brand.

Question 10

How can associative priming be shown through use of colours?

Answer 10

Green carries an association of being environmentally friendly.
Red is associated with energy.

Question 11

What is direct attribute priming?

Answer 11

When a consumer is primed to put more focus on certain features (attributes) of a product, by asking simple (non-leading) questions about certain features - which results in customers put more weight on these features, and affects their purchases.

Question 12

What is indirect attribute priming?

Answer 12

Indirect techniques that influence the subconscious - like creating an atmosphere that encourages a certain type of experience - playing music, using seed words.

Question 13

What are cognitive biases in information processing?

Answer 13

They are decisions that are made below your conscious awareness, where the brain recognises patterns and responds to them without you thinking. This is a mental shortcut which helps you make decisions.

Question 14

What would be classed as an authority figure to consumers?

Answer 14

An expert in the field that consumers would assign more credibility to.

Question 15

Give an example of who authority figures/experts would be for health related products.

Answer 15

‘Doctors’

Question 16

Why are consumers more persuaded by the authority even if they are an actor in adverts etc?

Answer 16

They have authority bias - where they are more persuaded by the expert because of cognitive biases.

Question 17

What is confirmation bias?

Answer 17

Where consumers hear something that confirms what they believe - usually a positive experience of a product which makes them believe their decision to buy it was correct.

Question 18

What is brand loyalty?

Answer 18

A consumer’s commitment to repurchase the brand, demonstrated by repeated buying of a product or service.

Question 19

When does true brand loyalty exist?

Answer 19

when customers have a high relative attitude toward the brand which is then exhibited through repurchase behaviour.

Question 20

What does the learning approach suggest about how consumer behaviour can be affected?

Answer 20

behaviour is influenced through interactions with the environment and altering aspects of the environment.

Question 21

How is classical conditioning used in advertisements to change peoples attitudes to a product?

Answer 21

It focuses on the emotional association with products. It pairs something negative or positive with the product or advert influencing the emotional association.

Question 22

Give an example of how classical conditioning can be used for cigarette adverts?

Answer 22

Cigarette packaging using disturbing images designed to make smokers feel emotions such as disgust or fear.

Question 23

What does aversion mean?

Answer 23

develop a strong dislike towards

Question 24

What does desire mean?

Answer 24

develop a strong want/need for

Question 25

How does using music in adverts strengthen classical conditioning principles?

Answer 25

Music which is happy and repetitive helps consumers feel happy when they hear it, so consumers then associate feelings of happiness which the product, making them more likely to buy it.

Question 26

What is extinction and when does it happen in classical conditioning?

Answer 26

Extinction is when the occurrences of a conditioned response decrease or disappear. In classical conditioning, the conditioned stimulus is no longer paired with an unconditioned stimulus.

Question 27

How do we use repetition to avoid extinction in advertisement?

Answer 27

Repetition is used to keep the brand or product in the forefront of consumer’s minds. It can help build brand familiarity.

Question 28

How might repetition be used in a negative way in advertisement?

Answer 28

It can lead to consumer fatigue. This is where consumers become so tired of an ad that they tune out or actively avoid the product.

Question 29

What is operant conditioning?

Answer 29

A form of learning that takes place as a result of experiencing the consequences of your own behaviour.

Question 30

What is the goal of operant conditioning in advertisement?

Answer 30

To change behaviour to make the desired behaviour rewarding and other behaviours punishing or neutral.

Question 31

How is operant conditioning used for consumer behaviour in the following scenario:
Many supermarkets allow their customers to collect ‘points’ as they shop. These add up and lead to coupons or money off.

Answer 31

Through positive reinforcement by persuading consumers to buy products to collect the reward of points or coupons, making consumers more likely to continue shopping there to get the same rewards of coupons.

Question 32

Bandura believed that we not only learn through direct experiences but also through what?

Answer 32

Observational learning

Question 33

Who do children learn primarily through watching the behaviour of?

Answer 33

Role models

Question 34

What do children do do when they watch the role model?

Answer 34

Imitate their behaviour

Question 35

What is the process called where people observe their role models?

Answer 35

Modelling

Question 36

How is Social learning theory used in adverts?

Answer 36

by showing a model using the product and enjoying it.

Question 37

What do people believe will happen for the advertisement if social learning theory is used?

Answer 37

The product will gain popularity, success or status.

Question 38

What is vicarious reinforcement and how is it used in advertisements?

Answer 38

Where the individual watches the model having a positive experience with the product making them want to try the product themselves to get the same positive experience.

Question 39

What are social norms?

Answer 39

beliefs, expectations and unwritten rules about the behaviours that any social group considers to be ‘proper’ behaviour.

Question 40

How are social norms used to influence consumer behaviour?

Answer 40

Used by signaling group memberships, such as the clothes we wear, smoking or not smoking, phone we use etc.

Question 41

What do adverts and campaigns try to do which emphasises social norms?

Answer 41

Promoting messages e.g. ‘if you do X you are like these people’.

Question 42

What can conformity to social roles partially explained by?

Answer 42

Normative and Informational social influence

Question 43

Why would someone buy a product according to NSI?

Answer 43

to fit in with their friend so they aren’t going to be rejected or ousted.

Question 44

What is neuromarketing?

Answer 44

Applying the study of the brain (neuroscience) to marketing (selling products or services), including advertising.

Question 45

What is neuroscience based on?

Answer 45

technologies that measure brain activity - including fMRI’s and EEGs.

Question 46

What does neuromarketing use brain scans like fMRIs and EEGs for?

Answer 46

to study people’s reactions to aspects of marketing, such as products, brands and adverts.

Question 47

What do neuromarketers look for insights into in consumers?

Answer 47

Insights into consumer’s motivations, feelings, and decision making processes in relation to brands etc.

Question 48

Why is it good to use advance brain scanning techniques such as fMRIs?

Answer 48

Because it is possible to see a brain actually working. This allows to locate the function of particular mental activities.

Question 49

What is an fMRI and how is it used to investigate consumer behaviour?

Answer 49

It measures changes in brain activity while a person performs a task - which can be helpful to help set pricing for a product and improve branding.

Question 50

If an fMRI scan, what happens when the a particular area of the brain becomes more active?

Answer 50

There is an increased demand for oxygen in that area.

Question 51

What is facial coding?

Answer 51

Facial coding is the process of quantifying emotions by tracking and analysing facial expressions.

Question 52

Why are facial expressions one of the most eloquent form of body language?

Answer 52

They convey emotions which tend to be universally recognized across countries and cultures.

Question 53

How is facial coding measured?

Answer 53

by recording faces through cameras to analyse consumers expressions which are analysed through computer algorithms.

Question 54

When would it be useful to use facial coding for looking at consumer behaviour?

Answer 54

by showing consumers products or advertisements and analysing their emotional response

Question 55

What would be suggested if a consumer was frowning during an advert?

Answer 55

It may allow people to rethink elements of the advert if their intention was not to confuse or negatively impact consumers.

Question 56

What facial features do computer algorithms analyse?

Answer 56

eyes, mouth, eyebrows, including tiny movements of facial muscles to detect a range of emotions.

Question 57

Why are eye tracking devices used to analyse consumers behaviour?

Answer 57

To help us understand which features of the advertisement or product attract the most attention.

Question 58

What do the eye tracking movements connect to?

Answer 58

brain activity to identify the most interesting, exciting or motivating aspects of the stimulus.

Question 59

Why are eye tracking devices easy/good to use?

Answer 59

Because the equipment is portable so it can be used in real life situations such as restaurants, supermarkets, or online.

Can also be used in virtual reality.

Question 60

Why might eye trackers be suggested to analyse consumer behaviour over fMRI’s?

Answer 60

eye trackers are relatively cheap method compared to fMRIs

Question 61

Why might low capture rates in eye tracking cause problems?

Answer 61

Because there may be uncertainty about the amount of fixations to a given object, and if objects are close to each other it leads to assignment of fixations that are wrong.