Consumer Behaviour Flashcards
(29 cards)
What is the definition of consumer behaviour?
The decision people make and the factors that influence buying and selling products
Consumer behaviour: Cognitive Approach
What are the cognitive biases in consumer behaviour?
Confirmation bias
Loyalty bias
Authority bias
Consumer behaviour: Cognitive Approach
What is confirmation bias in consumer behaviour?
Only looking at reviews of a product that confirm your existing views and disregard negative opinions
Consumer behaviour: Cognitive Approach
What is loyalty bias?
Sticking to the products or brands you know
Consumer behaviour: Cognitive Approach
What is authority bias?
Trusting the reviews or opinions of perceived experts or authority figures
I.e a dentist in an oral b advert will make us believe that’s the best and we should buy it
Consumer behaviour: Cognitive Approach
What is are the types priming in consumer behaviour?
Direct priming
Indirect priming
Consumer behaviour: Cognitive Approach
What is direct priming in consumer behaviour?
Associating features to the brand itself
Consumer behaviour: Cognitive Approach
What is indirect priming in consumer behaviour?
Features that can be linked to the brand
Consumer behaviour: Cognitive Approach
What is subliminal messaging in adverts?
Adverts using stimuli that is processed subconsciously that influence us to buy the product
Consumer behaviour: Cognitive Approach
What are brain washing techniques in advertising?
Repetition of words, phrases, or songs so that it sticks in our mind and makes us buy
Consumer behaviour: Cognitive Approach
What is the role of schemas in advertising?
Adverts should go against our schemas so that it is more memorable
Consumer behaviour: Cognitive Approach
What concepts are in the cognitive approach’s explanation to consumer behaviour?
- cognitive biases
- priming
- schemas
Consumer behaviour: Learning Approach
What concepts are in the learning approach’s explanation to consumer behaviour?
- classical conditioning
- operant conditioning
- social learning theory
Consumer behaviour: Learning Approach
What is the role of classical conditioning in consumer behaviour?
Adverts create emotional associations by associate their products with good feelings making us want to buy
Consumer behaviour: Learning Approach
What is the role of operant conditioning in consumer behaviour?
Positive reinforcement through rewards for buying products make us more likely to buy them again
Loyalty points, positive outcome
Consumer behaviour: Learning Approach
What is the role of social learning theory in consumer behaviour?
Observation: watching model use product
Modelling: model demonstrates how to use
Imitation: coping and buying the product
Vicarious reinforcement: more likely to buy if model if rewarded
Consumer behaviour: Learning Approach
What is the role of models in advertising?
Imitation is more likely when model has similarity or status
Celebrity’s are often used in adverts as they have status and the power to influence our decisions and make us likely to buy product
Consumer behaviour: Social Approach
What is the role of normative social influence in consumer behaviour?
When we buy a product to fit in and be accepted
Consumer behaviour: Social Approach
What is the role of informational social influence in consumer behaviour?
We buy a product because it is the correct thing to do
Consumer behaviour: Social Approach
What is concept is linked to ISI in consumer behaviour?
Social proof
Consumer behaviour: Social Approach
What is social proof?
When we don’t know what to do so we look to others for proof on how to behave
Consumer behaviour: Social Approach
What is the bandwagon affect?
When you do something because everyone else is
Consumer behaviour: Social Approach
What concepts are in the social approach’s explanation to consumer behaviour?
- ISI and NSI
- social proof
- bandwagon effect
Consumer behaviour: Biological Approach
What concepts are in the biological approach’s explanation to consumer behaviour?
- Neuromarketing: fMRI, facial coding, eye tracking
