Cognitive consumer behaviour Flashcards
1
Q
How does the cognitive approach explain consumer behaviour?
A
- cognitive bias
- schemas
- cognitive priming
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
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
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
5
Q
What is schema incongruity?
A
- adverts challenging schemas instead of confirming helping you to remember the product
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
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
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