Knowledge and Understanding

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Presentation transcript:

Knowledge and Understanding Chapter 4 Knowledge and Understanding

Learning Objectives Connection between consumer knowledge and consumer understanding. Schemas, associations, images, categories, and prototypes. Categorization and comprehension. How product features, price, and other marketing elements induce consumers to make inferences about products.

Chapter Overview: Knowledge and Understanding (Exhibit 4.1)

Overview of Knowledge and Understanding Knowledge content Knowledge structure Categorization Comprehension

Knowledge Content Schemas and Associations Types of schemas Images Types of associations Favorability Uniqueness Salience Types of schemas Images Scripts

Images Brand image Brand’s personality Brand extension Licensing Brand alliance Protecting brand images

Brand Personality Framework (Exhibit 4.4)

Marketing Implications Creating new schemas, images, & personalities Brand extensions Licensing Brand alliances Developing existing schemas, images, & personalities Changing schemas, images, & personalities Protecting brand images

Scripts Special type of schemas that represent our knowledge of a sequence of actions involved in performing an activity Helps marketers understand how consumers buy and use an offering May want consumer to consider brand as part of scripted activity

Knowledge Structure Categories and their structures Taxonomic structures Goal-derived structures Why consumers differ in their knowledge

Taxonomic Categories and Their Structure Graded structure Position to prototype Close Away Competitive Retail store and site design What affects prototypicality? Correlated associations Hierarchical structure

Hierarchical Structure Levels Superordinate Basic Subordinate

Taxonomic Category Structure (Exhibit 4.6)

Goal-Derived Categories Things belong in the same category if they fulfill same consumer goal.

Construal Level Theory Low-level construal—concrete High-level construal—abstract

Why Consumers Differ in Their Knowledge Cultural system Associations linked to concept Category members Category prototypes Correlated associations Goal-derived categories Level of expertise

Using Knowledge to Understand— Categorization Inferences Elaboration Evaluation Consideration and choice Satisfaction

Using Knowledge to Understand— Comprehension Objective Subjective Miscomprehension Effects of: MAO Cultural system Improving objective comprehension

Comprehension and Product Warnings

Consumer Inference Brand names/symbols inferences Misleading names/labels Inappropriate/similar names Product features/packaging Product attributes Country of origin Package design Color

Consumer Inference (cont’d) Price Retail atmospherics/display Advertising/selling Pictures Language Ethical issues

Atmospherics Influence (Exhibit 4.13)

Language Inference Juxtaposed imperatives Implied superiority Incomplete comparisons Multiple comparisons

Ad Stimuli Compared