Consumer behaviour

Question 1

Product recognition

Answer 1

Advert aims to make product or service as recognisable as possible

Question 2

Campaigns to change public opinion

Answer 2

Adverts try to change how people see their product

Question 3

Schemas in advertising

Answer 3

• Create unique stimuli associated with their brand
• Use positive stimuli

Question 4

Priming in advertising

Answer 4

• Prime to associate stimulus with brand
• Make it easier for consumers to recall product

Question 5

Subliminal messages

Answer 5

Priming where the consumer is not conciously aware of the stimulus

Question 6

Strength of cognitive approach in consumer behaviour

Answer 6

• Evidence of effects of priming
• Describe wine while listening to music - desc. matched music

Question 7

Weakness of cognitive approach in consumer behaviour

Answer 7

• Effects are weak
• Research is difficult to replicate
• Subliminal messaging is unethical

Question 8

Confirmation bias in consumer behaviour

Answer 8

Previous good experiences with a brand makes you more susceptible to advertising

Question 9

Authority bias

Answer 9

more likely to buy a product advertised by someone seen as an authority

Question 10

Brand loyalty

Answer 10

More likely to buy from brands you have bought from before

Question 11

Bandwagon effect

Answer 11

More people doing something means more people are likely to follow

Question 12

Social proof

ISI

Answer 12

• Belief that the group knows more than you do
• Adverts use consumer opinion to create social proof

Question 13

Strengths of social approach in consumer behaviour

Answer 13

• Many people readily conform to norms
• Sign next to lift increased stair usage
• Students exposed to celebrity in ralph lauren tshirt more likely to purchase similar tshirt

Question 14

Weaknesses of social approach in consumer behaviour

Answer 14

• Social proof is stronger in collectivist cultures
• Attempts to influence behaviour with norms can backfire
• “Boomerang effect”

Question 15

Operant conditioning in consumer behaviour

Answer 15

• Interactions reward use of social media

Question 16

Positive reinforcement in consumer behaviour

Answer 16

Buy one get one free deals

Question 17

Modeling in consumer behaviour

Answer 17

Show people using product, often being rewarded

Question 18

Celebrities in consumer behaviour

Answer 18

More efficient models

Question 19

Repetition to avoid extinction

Answer 19

Conditioned response may be lost if it is not reinforced