CONSUMER BEHAVIOUR

• Businesses will use specific strategies to create a cognitive bias about the products they are selling in order to persuade people to buy them.
• S1- Product Placement

  • Stores will place certain items that they want to sell in a specific position in the store.
  • Stores will also place certain items at costumer's eye line-they are more likely to buy these products as they are physically easier to see.
• S2- Pricing

  • As consumers we associate price with quality.
  • We automatically assume that high prices mean high quality. Therefore we tend to avoid cheaper items as we think they are not as good.
  • Stores can also encourage customers to buy products by making them believe they are receiving a good deal.
  • Yellow stickers or signs for example may show a reduced and so people will choose these products.
• S3- Advertising

  • Advertisers will create adverts in a way that will manipulate the way we think about their products.
  • They make adverts in the hope that they will grab our attention and then encourage us to remember them.
  • This is done through:
  • Slogans
  • Logos
  • Jingles
  • Primes
• AUTHORITY BIAS- Having an authority figure becomes associated with the brand.

  • Having a keg figure from an industry that people like and making them a brand ambassador creates a cognitive bias that the brand or product is good.
• BRAND LOYALTY- This is a consequence of having a brand ambassador.

  • Brand loyalty is the tendency of consumers to continuously purchase one brand's products over another.
  • The confirmation bias means that they are likely to stick to buying the same products because of their experience with them.