1. CHAPTER 9
Consumer Knowledge

2. Consumer Knowledge Affects Product Demand

3. 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

4. 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.

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

6. 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

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

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

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