Consumer behaviour Flashcards
(25 cards)
What is schema incongruity in advertising?
Advertisers challenge schema to create unpredictability, often using wacky elements.
Schema incongruity involves violating expectations to capture attention.
What is direct attribute priming?
Priming features of the product itself, such as speed or price.
Direct attribute priming helps consumers associate products with desirable characteristics.
What is indirect attribute priming?
Priming features linked to the product’s context, e.g., invented brands associated with wholesome attributes.
Contextual associations can influence consumer perception positively.
Define confirmation bias in consumer behavior.
Looking for evidence that supports our choices, leading to a self-fulfilling prophecy.
Example: Believing a product is the best because we purchased it.
What is brand loyalty?
Repeat customers recall positive aspects about a brand and negative aspects about competitors.
This can lead to a biased perception of products.
What is authority bias?
Giving more credibility to endorsements from authority figures, such as experts.
Authority figures can significantly influence consumer trust in products.
What is normative social influence?
Conforming to social norms to gain acceptance, which can lead to compliance in purchasing behavior.
This includes buying products to ‘fit in’ with others.
Explain the bandwagon effect.
A phenomenon where individuals do something because others are doing it, contributing to herd mentality.
Popularity created by influencers can amplify this effect.
What is social proof?
A form of informational social influence where individuals look to others’ actions to guide their own decisions.
Example: Consumers are influenced by product ratings and reviews.
Define classical conditioning in advertising.
Associating a product or brand with positive feelings to alter consumer behavior.
Emotional connections can be created through repeated exposure.
What is operant conditioning?
Using rewards or positive experiences to reinforce purchasing behavior.
Examples include BOGOF offers and loyalty points.
What is social learning in advertising?
Learning through observation, including modeling behaviors and vicarious reinforcement.
Celebrities in ads can serve as powerful models for imitation.
What is neuromarketing?
Using brain study techniques to understand consumer responses and motivations towards products.
Techniques include fMRI and eye-tracking to gauge consumer interest.
What does functional magnetic resonance imaging (fMRI) measure?
Brain activity associated with product responses by measuring blood oxygenation.
This can help identify areas of the brain activated during advertisements.
What is facial coding?
Analyzing facial expressions to assess consumer reactions to advertisements.
The Facial Action Coding System (FACS) categorizes micro-expressions.
What does eye-tracking measure?
Monitoring eye movements to determine what aspects of a product or advertisement attract attention.
This can include using virtual reality to simulate shopping experiences.
True or False: Studies in neuromarketing are easily replicable.
False.
Replication issues can lead to inconsistent findings in neuromarketing research.
What ethical issues arise from priming in advertising?
Priming can occur without consumer awareness, leading to potential deception.
This raises concerns about manipulation in advertising.
What was the practical application found in Burger and Shelton’s 2011 study?
Signs indicating social proof next to lifts significantly reduced lift usage.
This demonstrates how social proof can influence behavior in real-world contexts.
How do cultural differences affect social proof?
Social proof is more influential in collectivist cultures compared to individualist cultures.
Example: It was found to be stronger in Poland than in the USA.
What was the finding of Stuart et al. (1987) regarding brand attitudes?
Positive attitudes toward fictitious brands were higher when associated with positive images.
Celebrity endorsements also enhance brand attitudes (Knoll and Matthes 2017).
What is a limitation of the research on consumer behavior conditioning?
Most research is lab-based, and real-world effects of conditioning are often weaker and not long-term.
This limits the ecological validity of findings.
What did Berns and Moore (2012) find about MRI predictions?
MRI predicted the future success of songs, revealing that conscious opinions did not align with true responses.
Participants were often unaware of their true preferences.
What is a criticism of neuro marketing methods according to Venkatraman et al. (2015)?
Focus groups were found to be more successful than neuro marketing methods.
This suggests limitations in the effectiveness of newer techniques.
