cognitive

• What is schema incongruity in advertising?

  When adverts challenge our schemas
• What is the purpose of schema incongruity in advertising?

  To increase likelihood of it being remembered
• How does cognitive priming affect stimulus processing?

  Stimuli are processed more quickly when seen first
• Who argued that a key form of priming is the content of advertising?

  1. - 1990
• What is direct attribute priming in consumer behavior?

  Highlighting desirable features of a product
• Give an example of direct attribute priming.

  Ad for a phone highlighting size and price
• What is indirect attribute priming?

  Associating a product with a broader context
• Provide an example of indirect attribute priming.

  Car adverts featuring long roads
• What are subliminal messages in advertising?

  Messages that are undetectable to the consumer
• How might subliminal messages be used voluntarily?

  Through self-help podcasts claiming to improve self-esteem
• What is confirmation bias in advertising?

  Consumers prefer information that confirms beliefs
• What is authority bias in consumer behavior?

  Consumers trust opinions of authority figures
• What is brand loyalty?

  Sticking to a company's products over time
• How does brand loyalty affect consumer choices?

  Consumers may choose inferior products