Consumer Behaviour and Advertisement

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Consumer Behaviour and Advertisement by Mind Map: Consumer Behaviour and Advertisement

1. Biological Approach

1.1. FMRI

1.1.1. Brain maps

1.1.2. Measures blood flow and oxygenation

1.1.3. Brain activity measured in real time

1.1.4. Strengths

1.1.4.1. Empirical evidence

1.1.4.2. Safe for participants

1.1.4.3. Detailed

1.1.4.4. Can be used for further reaserch

1.1.5. Weaknesses

1.1.5.1. Different people may react differently to the ad

1.1.5.2. Low ecological validity

1.1.5.3. Expensive

1.1.5.4. Time consuming

1.1.5.5. Difficult to apply results

1.1.5.6. Not mobile

1.2. EEG

1.2.1. Measures using electrodes attached to the scalp

1.2.2. Overall picture of brainwave activity

1.2.3. Strengths

1.2.3.1. More convenient than FMRI

1.2.3.2. Portable

1.2.4. Weaknesses

1.2.4.1. Only measures activity on the surface of the brain (cortex)

1.3. Eye tracking

1.3.1. Eye movements are linked to brain activity

1.3.2. What things attract and hold the most attention

1.3.3. Tracking eye movements

1.3.4. Strengths

1.3.4.1. Portable

1.3.4.2. Practical applications

1.3.4.3. Cheaper than FMRI

1.3.5. Weaknesses

1.3.5.1. Doesn't tell us what is happening in the brain- not as empirical

1.4. Facial Coding

1.4.1. Facial expressions

1.4.2. Electrons attatched to the face

1.4.3. Measure tiny movements

1.4.4. Strengths

1.4.4.1. Universal faces for emotions

1.4.4.2. Cheap

1.4.4.3. Apply to ads

1.4.4.4. Ecologically valid

1.4.5. Weaknesses

1.4.5.1. Not linked to brain

1.4.5.2. Some people don't show emotion

2. Social Approach

2.1. Conformity

2.1.1. Going along with a group due to invisible 'pressure'

2.1.2. 2 types

2.1.2.1. Normative Social Influence- Conforming to group standards

2.1.2.1.1. If everyone has a product we are more likely to buy the product

2.1.2.2. Informative Social Influence- We don't know what to do so we copy others

2.1.2.2.1. Not knowing what type of phone to buy so going with the majority

2.2. Types of Conformity

2.2.1. Internalisation

2.2.1.1. Agreeing in private and public

2.2.2. Complience

2.2.2.1. Agree publicly and not privately

2.2.3. Identification

2.2.3.1. Agreeing publicly and privately but only when in a group that shares that belief

2.3. Social Categorisation

2.3.1. Group membership based on shared characteristics

2.3.2. Stereotypes

2.3.2.1. We may conform to our group's stereotypes and buy the things that are associated with the stereotype

2.3.2.1.1. Labelling theory

2.4. Strengths

2.4.1. There is reaserch to support this theory

2.4.1.1. Burger and Sheldon (2011)

2.4.1.1.1. Conforming to norms

2.4.1.1.2. Sign on the elevator

2.4.1.1.3. 'Did you know? more than 90% of the time, people in this building use the stairs instead of the elevator'

2.4.1.1.4. Compared to the week before 46% more people used the elevator

2.4.2. Research to support the bandwagon effect

2.4.2.1. Niesiobedzka (2018)

2.5. Weaknesses

2.5.1. Not everyone conforms

2.5.2. Social Proof varies depending on culture

3. Cognitive Approach

3.1. Priming

3.1.1. Primed to remember the content of an ad

3.1.1.1. The next time that content is brought up the brand is remembered

3.1.2. Repetition

3.1.3. Subliminal messaging

3.1.3.1. Below the threshold of consiousness

3.1.3.2. 3 types

3.1.3.2.1. Backmasking

3.1.3.2.2. Subvisual

3.1.3.2.3. Subaudible

3.1.4. Brainwashing

3.1.4.1. A word, image or sentence is repeated many times to create an association with the product

3.1.4.2. Sounds and colours repeated

3.1.4.3. Can be emotional

3.2. Schemas

3.2.1. Schema Incongruity- advertisements challenge schemas so that we remember them

3.3. Bias

3.3.1. Confirmation Bias- someone who has a good experience of a brand will keep going back

3.3.2. Authority- more credibility is assigned to experts

3.3.2.1. e.g. 9 out of 10 dentists recommend this toothpaste

3.4. Evaluation

3.4.1. Strengths

3.4.1.1. If German music is played in a liquor store, more German wine is sold than French wine and vice versa. This has been proved

3.4.1.2. Harris et al (2009)

3.4.1.2.1. Possible to trigger schema

3.4.2. Weaknesses

3.4.2.1. Research is contradictory, can not significantly effect consumer behaviour

3.4.2.2. Ethical issues, subliminal messaging is a form of deception

4. Learning Approach

4.1. Classical Conditioning

4.1.1. Learning through association

4.1.2. Doesn't require a response from participant

4.1.3. 2 potential responses

4.1.3.1. Aversion

4.1.3.1.1. Anti-smoking campaigns associating lung cancer with smoking

4.1.3.2. Desire

4.1.3.2.1. Associating positive things with products

4.2. Operant Conditioning

4.2.1. Learning through reinforcement

4.2.2. E.g. Gaining likes on social media gives us a dopamine hit aka. a reward

4.2.3. Supermarket loyalty cards are an example

4.3. Social Learning Theory

4.3.1. Attention, Retention, Reproduction, Modelling

4.3.2. Celebrities in advertising make people buy the product as the person may see the celeb as a role model and want to model their behaviour

4.3.3. Ads with celebs in can not be shown to children because they are too powerful

4.4. Evaluation

4.4.1. Strengths

4.4.1.1. CC is used to associate positive images with a brand so that we think positively of it

4.4.1.2. Face validity, SLT is very common

4.4.1.3. Explains why samples are used in marketing

4.4.2. Weaknesses

4.4.2.1. Conditioning doesn't explain the mechanisms involved and the effects of priming

4.4.2.2. Studies are either in a lab or on animals so low application and generalisability