Explaining consumerism

Front

What is consumer behaviour?

Back

How people make decisions about what services or products to buy.

Front

How do adverts challenge our schemas to make us remember brands?

Back

By using incongruent schemas

Front

What is cognitive priming for consumer behaviour?

Back

Repetition makes a product more memorable or branding by association (colour green = eco friendly, a form of greenwashing)

Front

In cognitive psychology how is confirmation bias used in consumer behaviour?

Back

Brand loyalty, good experience confirms our choice

Front

How does authority bias help consumers?

Back

More credible if coming from an expert means more likely to buy product

Front

When can confirmation bias work against a brand?

Back

If the shopper has had a bad experience, they go off brand

Front

Support for cognitive priming from a study

Back

Music and wine study (North, 2012)

Front

What are the terms in classical conditioning?

Back

1-Neutral stimulus 2-unconditioned stimulus and response 3-conditioned stimulus and response

Front

How does classical conditioning work in consumer behaviour?

Back

Associates brand with a positive feeling (increase buying) or negative feeling (decrease buying). Smoking = negative advertisement.

Front

How does operant conditioning work for consumer behaviour?

Back

Desired behaviour is rewarded, example - number of likes increase on Instagram (positive outcome) more likely to use app