Chapter 4 Knowledge and Understanding Copyright Cengage Learning

Chapter 4 Knowledge and Understanding Copyright © Cengage Learning. All rights reserved. 4|

Learning Objectives 1. Connection between consumer knowledge and consumer understanding. 2. Schemas, associations, images, categories, and prototypes. 3. Categorization and comprehension. 4. How product features, price, and other marketing elements induce consumers to make inferences about products. Copyright © Cengage Learning. All rights reserved. 4|2

Chapter Overview: Knowledge and Understanding (Exhibit 4. 1) Copyright © Cengage Learning. All rights reserved. 4|3

Overview of Knowledge and Understanding • Knowledge content • Knowledge structure • Categorization • Comprehension Copyright © Cengage Learning. All rights reserved. 4|4

Knowledge Content • Schemas and Associations - Types of associations - Favorability - Uniqueness - Salience • Types of schemas • Images • Scripts Copyright © Cengage Learning. All rights reserved. 4|5

Images • Brand image • Brand’s personality • Brand extension • Licensing • Brand alliance • Protecting brand images Copyright © Cengage Learning. All rights reserved. 4|6

Brand Personality Framework (Exhibit 4. 4) Copyright © Cengage Learning. All rights reserved. 4|7

Marketing Implications • Creating new schemas, images, & personalities – Brand extensions – Licensing – Brand alliances • Developing existing schemas, images, & personalities • Changing schemas, images, & personalities • Protecting brand images Copyright © Cengage Learning. All rights reserved. 4|8

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 Copyright © Cengage Learning. All rights reserved. 4|9

Knowledge Structure • Categories and their structures • Taxonomic structures • Goal-derived structures • Why consumers differ in their knowledge Copyright © Cengage Learning. All rights reserved. 4 | 10

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 Copyright © Cengage Learning. All rights reserved. 4 | 11

Hierarchical Structure Levels • Superordinate • Basic • Subordinate Copyright © Cengage Learning. All rights reserved. 4 | 12

Taxonomic Category Structure (Exhibit 4. 6) Copyright © Cengage Learning. All rights reserved. 4 | 13

Goal-Derived Categories • Things belong in the same category if they fulfill same consumer goal. Copyright © Cengage Learning. All rights reserved. 4 | 14

Construal Level Theory • Low-level construal—concrete • High-level construal—abstract Copyright © Cengage Learning. All rights reserved. 4 | 15

Why Consumers Differ in Their Knowledge • Cultural system – – – Associations linked to concept Category members Category prototypes Correlated associations Goal-derived categories • Level of expertise Copyright © Cengage Learning. All rights reserved. 4 | 16

Using Knowledge to Understand— Categorization • • Inferences Elaboration Evaluation Consideration and choice • Satisfaction Copyright © Cengage Learning. All rights reserved. 4 | 17

Using Knowledge to Understand— Comprehension • • Objective Subjective Miscomprehension Effects of: - MAO - Cultural system • Improving objective comprehension Copyright © Cengage Learning. All rights reserved. 4 | 18

Comprehension and Product Warnings Copyright © Cengage Learning. All rights reserved. 4 | 19

Consumer Inference • Brand names/symbols inferences - Misleading names/labels - Inappropriate/similar names • Product features/packaging - Product attributes Country of origin Package design Color Copyright © Cengage Learning. All rights reserved. 4 | 20

Consumer Inference (cont’d) • Price • Retail atmospherics/display • Advertising/selling • Pictures • Language • Ethical issues Copyright © Cengage Learning. All rights reserved. 4 | 21

Atmospherics Influence (Exhibit 4. 13) Copyright © Cengage Learning. All rights reserved. 4 | 22

Language Inference • Juxtaposed imperatives • Implied superiority • Incomplete comparisons • Multiple comparisons Copyright © Cengage Learning. All rights reserved. 4 | 23

Ad Stimuli Compared Copyright © Cengage Learning. All rights reserved. 4 | 24