Consumer Psychology
Qualifications - correct answer-- Psychology degree
- No other formal training
- Experience in marketing and advertising companies - on-the-job training
- Commercial awareness; communication and presentation skills
The work of consumer psychologists - correct answer-- Provide marketing insights into
consumer behaviour to maximise salses
Consumer Behaviour - correct answer-Are the activities people undertake when obtaining,
consuming and disposing of products and services
Consumer Psychologists - correct answer-Study consumer activities associated with the
purchase, use and disposal of goods and services, including the consumer's emotional,
cognitive and behaviour responses that precede, determine or follow these activites
Walter Dill Scott - correct answer-- Wrote the 'Theory and Practice of Advertising'
- Aimed to capture people's attention
- Concluded that consumers were open to suggestion via sentimentality, emotions and
sympathy
Harry Hollingworth & Coca-Cola - correct answer-- Coca-cola taken to court for selling
harmful drink - 1909
-Hollingworth conducted experiments on how additives to coca-cola affected behaviour
- Examined effects on sesnsory, motor and cognitive function finding no deleterious effect
James Vicary: Coca-cola and popcorn (1957) - correct answer-- Conducted experiment at a
movie theatre in New Jersey
- Showed messages in some frames
- 57.8% increase for popcorn sales
- 18.1% increase for coca-cola sales
Taste: project Kansas taste test - correct answer-- 10-12% unhappy about new product
being sold as coke
Sensation transference - correct answer-Tasters unconsciously add their reaction to the
packaging/brand to their sensations of taste
Weber's Law - correct answer--Negative changes (reductions in size; increase in price)
should be small enough to be indiscernible
- Positive changes (improved packaging or taste) should be enough to be perceived but not
too much
Brand salience - correct answer--Prominence or level of activation in memory
-Familiarity/repetition
Qualifications - correct answer-- Psychology degree
- No other formal training
- Experience in marketing and advertising companies - on-the-job training
- Commercial awareness; communication and presentation skills
The work of consumer psychologists - correct answer-- Provide marketing insights into
consumer behaviour to maximise salses
Consumer Behaviour - correct answer-Are the activities people undertake when obtaining,
consuming and disposing of products and services
Consumer Psychologists - correct answer-Study consumer activities associated with the
purchase, use and disposal of goods and services, including the consumer's emotional,
cognitive and behaviour responses that precede, determine or follow these activites
Walter Dill Scott - correct answer-- Wrote the 'Theory and Practice of Advertising'
- Aimed to capture people's attention
- Concluded that consumers were open to suggestion via sentimentality, emotions and
sympathy
Harry Hollingworth & Coca-Cola - correct answer-- Coca-cola taken to court for selling
harmful drink - 1909
-Hollingworth conducted experiments on how additives to coca-cola affected behaviour
- Examined effects on sesnsory, motor and cognitive function finding no deleterious effect
James Vicary: Coca-cola and popcorn (1957) - correct answer-- Conducted experiment at a
movie theatre in New Jersey
- Showed messages in some frames
- 57.8% increase for popcorn sales
- 18.1% increase for coca-cola sales
Taste: project Kansas taste test - correct answer-- 10-12% unhappy about new product
being sold as coke
Sensation transference - correct answer-Tasters unconsciously add their reaction to the
packaging/brand to their sensations of taste
Weber's Law - correct answer--Negative changes (reductions in size; increase in price)
should be small enough to be indiscernible
- Positive changes (improved packaging or taste) should be enough to be perceived but not
too much
Brand salience - correct answer--Prominence or level of activation in memory
-Familiarity/repetition
