CHAPTER 9 Consumer Knowledge

Consumer Knowledge Affects Product Demand

Importance of Consumer Knowledge Knowledge about a brand’s associations (linkages in memory between the brand and other concepts) can affect consumer behavior in many ways

Different Brand Associations Have Different Effects on Consumers Source: A. Belen del Rio, Rodolfo Vacquez, and Victor Iglesias, “The Effects of Brand Associations on Consumer Response,” Journal of Consumer Marketing, 18 (2001), 410–425.

Importance of Consumer Knowledge Knowledge shapes inferences about unknown product attributes using known product attributes

Product Knowledge Product Knowledge Product Category Knowledge Product novices possess very simply levels of product category knowledge Product experts possess vast amounts of product category knowledge

Product Knowledge Brand Knowledge Whether the consumer is aware of the brand or not is the most fundamental aspect of brand knowledge

Product Knowledge Creating knowledge of the brand’s existence is a challenge facing: New products in the current market

Conference Consumer Behavior Roger D. Blackwell Paul W. Miniard James F. Engel Permissions Department, Thomson Business and Economics