Cognitive consumer behaviour

Question 1

How does the cognitive approach explain consumer behaviour?

Answer 1

• cognitive bias
• schemas
• cognitive priming

Question 2

How does confirmation bias explain consumer heaviour?

Answer 2

• 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

Question 3

How does brand loyalty explain consumer heaviour?

Answer 3

• 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

Question 4

How does authority bias explain consumer heaviour?

Answer 4

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

Question 5

What is schema incongruity?

Answer 5

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

Question 6

What is direct attribute priming?

Answer 6

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

Question 7

What is indirect attribute priming?

Answer 7

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

Question 8

Evaluation of the cognitive explanation of consumer behaviour?

Answer 8

• 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