Cognitive consumer behaviour Flashcards

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1
Q

How does the cognitive approach explain consumer behaviour?

A
  • cognitive bias
  • schemas
  • cognitive priming
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2
Q

How does confirmation bias explain consumer heaviour?

A
  • looking for confirmation that it was a good purchase when buying a good product
  • consumers hear/see information that confirms what they already believe and ignore alternative view points
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3
Q

How does brand loyalty explain consumer heaviour?

A
  • most consumers only buy a certain product from one brand and only remember the positives of that brand
  • brands focus on advertising features that customers like
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4
Q

How does authority bias explain consumer heaviour?

A
  • consumers believe the opinion of an authority figure seen as an expert
  • customers are persuaded by the expert
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5
Q

What is schema incongruity?

A
  • adverts challenging schemas instead of confirming helping you to remember the product
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6
Q

What is direct attribute priming?

A
  • company primes the features of a product
  • later when thinking about the desired features the consumer thinks of the advertised brand
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7
Q

What is indirect attribute priming?

A
  • priming features linked with the brand
  • later when thinking about positive images you think about the brand
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8
Q

Evaluation of the cognitive explanation of consumer behaviour?

A
  • S - Evidence (wine and music study) shows priming has a key influence on memory
  • W - Studies are hard to replicate and produce inconsistent findings which means it isn’t scientific
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