Consumer Behaviour

Created by

Ryan Hutton

Cards (15)

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