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