Consumer Behaviour

• What is consumer behaviour?


  How people makes decisions about what products or services to buy, and how things like advertising influence consumers
• Direct Attribute Priming


  Highlighting a products features or "attributes" in an advert/asking direct questions to consumer's about what attributes of a product affect purchasing behaviour.
• Indirect Attribute Priming


  Priming the attributes that are linked with a product/brand and not the the product itself
• Brand Priming


  When a name or logo of a brand influences our thoughts, feelings, and how we respond to the product
• Authority Bias


  Consumers assigning more credibility to the opinion if an authority figure/"expert" promoting a brand or product
• Family groups


  Most significant influence as it shapes the consumers attitudes, lifestyle choices, and behaviours from a young age and is usually the main "decision maker".
• Reference groups


  People consumers compare themselves to. This can be informal(friends), formal (clubs), or opinion leader (celebrities)
• Social Class Groups


  Disposable income affects consumers purchases as to whether they are being purchased out of necessity or out of luxury
• Bandwagon Effect


  Tendency to make purchasing decisions bases on what most other people are doing (similar to normative social influence)
• Social Proof


  Tendency that when unsure about what product or brand to purchase they look at what others are doing, believing they are better informed (similar to informational social influence)
• Expert stamp of approval


  Influencer/industry thought leader approved the product/brand
• Celebrity endorsement


  Celebrity promotes the product on social media or in public
• User testimonials


  Previous users of the product/brand talk positively about the product/brand
• "Wisdom of the crowd"


  Appears to our "fear of missing out"/lots of people buying the product so you do too
• "Wisdom of your friends"


  Similar to "wisdom of the crowd" but we trust out friends recommendations more since we know them