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14 Cards in this Set
- Front
- Back
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Knowledge |
information we already have in memory |
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schema |
set of associations linked to a concept. we have schemas for many entities: brands, products, people, stores, places, ads, animals, and self-schema |
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brand image |
a subset of salient and feeling-related associations stored in a brand schema |
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brand personalities |
associations that reflect the personification of the brand. celebrity endorser's personalities can reinforce the brand's personality |
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script |
a special type of schema that represents knowledge of a sequence of actions involved in performing an activity |
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Categories and their structure |
taxonomic category: a group of objects classified in an orderly and hierarchically based scheme based on their similarity to one another. -graded structure: category members vary in how well they represent a category -prototype: best example of a cognitive category |
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Marketing implications |
-positioning a brand as similar to the category prototype is appropriate when the goal is to appeal to a broad segment of consumers -positioning away from prototype is a good way to differentiate |
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correlated associations |
the extent to which two or more associations linked to a schema go together. ex.: big car=more gas |
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hierarchical structure |
-superordinate level: objects share a few associations, but also have many different ones. ex.: fiji and diet coke, both in beverages category. but many different attributes. -basic level: categorization below superordinate level that contain objects in more refined categories. ex.: categorizations such as teas, coffee, soft drinks instead of just beverages -subordinate level: below the basic level with objects very finely differentiated. ex.: soft drinks classified in diet and non diet |
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goal derived category |
things that are viewed as belonging in the same category because they serve the same goals. ex.: in-flight movies, peanuts and blankets |
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Construal level theory |
*high level: abstract. things that will happen in the future. more general *low level: concrete. things we'll do right now. |
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categorization |
consumers use their prior knowledge to label, identify and classify something new. Implies: -inferences -elaboration -evaluation -consideration -satisfaction |
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comprehension |
*objective comprehension: the extent to which the receiver accurately understands the message a sender intended to communicate *subjective comprehension: reflects what we understand, regardless of whether this understanding is accurate. |
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effect of MAO in understanding marketing messages |
consumers may not understand marketing messages when they have low motivation and limited opportunity to process it or when the message is complex, or shown for only few seconds. |
