Online Consumer Behaviour (Chapters 04 & 07)

Vocabulary flashcards covering key concepts, models, and psychological principles in online consumer behaviour and digital marketing.

Online Consumer Behaviour

Study of how individuals access, evaluate, and purchase products or services over the internet.

Emerging Economies

Nations experiencing rapid growth where information technology plays a vital role in economic development.

Central Route (of Persuasion)

Pathway where users carefully process information; personalization and perceived usefulness strongly influence attitudes.

Peripheral Route (of Persuasion)

Pathway relying on superficial cues (e.g., visuals, celebrity) rather than deep information processing to shape attitudes.

Perceived Usefulness

Consumer belief that a digital offering will enhance task performance, driving adoption and attitude change online.

Consumer Buying Decision Process

Sequential stages: need recognition, information search, alternative evaluation, purchase decision, post-purchase evaluation.

Problem Recognition

Stage where consumers realize a gap between current and desired states, triggering the buying process.

Information Search

Consumer activity of seeking data online or offline to solve a recognized need.

Alternative Evaluation

Comparing available options against criteria such as price, features, and brand reputation.

Post-Purchase Evaluation

Assessing satisfaction after purchase, influencing repeat buying and word of mouth.

Hierarchy of Effects Model

Advertising framework: awareness → knowledge → liking → preference → conviction → purchase (cognition, emotion, action).

AIDA Model

Persuasion formula: Attention, Interest, Desire, Action guiding customers through the buying journey.

TOFU (Top of the Funnel)

Awareness stage where marketers attract broad audiences to a brand or product.

MOFU (Middle of the Funnel)

Engagement stage focused on nurturing prospects by providing deeper information and comparisons.

BOFU (Bottom of the Funnel)

Action stage where prospects are encouraged to convert via offers, demos, or direct purchase prompts.

Social Shopping

Online buying behavior influenced by social interactions, reviews, and networked communities.

Word of Mouth (WOM)

Informal communication among consumers; online WOM spreads rapidly via social platforms.

Call to Action (CTA)

Clickable button or link with contrasting design, inviting users to perform a specific action.

Digital Marketing

Use of SEO, social media, email, and online ads to reach and engage global audiences (e.g., Nike campaigns).

Social Proof

Psychological phenomenon where people follow actions of others—e.g., ‘Best Seller’ tags or high review counts.

Reciprocity (Marketing)

Tendency for consumers to return favors, such as purchasing after receiving free samples or discounts.

Scarcity Principle

Perception that limited availability increases desirability—phrases like ‘Limited Time Offer’ exploit this bias.

Authority Heuristic

Consumers defer to expert or authoritative endorsements (e.g., ‘4 out of 5 doctors recommend’).

Liking Principle

People are more likely to follow suggestions from brands or individuals they find attractive or relatable.

Consistency Principle

Desire to act in harmony with past commitments; free trials can nudge users toward paid subscriptions.

Marketing Funnel

Model mapping stages from awareness to loyalty: exposure, discovery, evaluation, intent, purchase, loyalty.

Social Consumer Decision Journey

Cycle where consumers consider, evaluate, buy, experience, advocate, and bond, often influenced by social media.

Cognitive Bias

Systematic mental shortcuts (e.g., bandwagon effect) that marketers exploit to influence online purchasing.

Networked Shopping

Collective buying experience where users share lists, reviews, and recommendations in real time.

Online vs. Traditional Shopping

Contrast between internet purchasing (convenient, price comparison, fraud risk) and in-store buying (tactile experience, easier returns).