Buyer Behavior Test 2 Reading Guide

Buyer Behavior Test 2 Reading Guide - Ch.5 Knowledge...

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Ch.5 Knowledge content – information consumers have (things that you’ve already learned and committed to memory) about brands Knowledge structure – the ways that consumers organize knowledge into categories (store similar things in the same category) Categorization – the process of labeling and identifying an object we perceive in our external environment based on its similarity to things we already know Comprehension – process of using prior knowledge to understand more about what has been categorized Schemas and associations – set of associations linked to a concept Types of associations Favorability Uniqueness Salience – how easily something comes to mind Images Brand image Brand’s personality Brand extension – firm used a brand name from one product category and use it on a product in a different category (ex. Jack Daniels BBQ sauce) Licensing – Mickey mouse t-shirts and toys (the right to put him on a t-shirt) Brand alliance – ex. Taco bell and pizza hut in the same building Protecting brand images Scripts – a special type of schema that represents knowledge of a sequence of events Taxonomic categories – specifically defined division within an orderly classification of objects with similar objects in the same category (ex. Coke, Pepsi, etc… all have their own schema but are all clustered in a category called soft drinks Graded structure – category members vary in how well they are perceived Prototype – category member perceived to be the best example of the category Shared associations – shares most associations with other category members Frequency with which an object is encountered as a category member Correlated associations – associations linked to category members go together (ex. Large cars are generally safer so large cars and safety go together) can affect the inferences that consumers make about a new brand seen as a member of a particular category Hierarchical structure Superordinate level – objects share a few associations but also have many different ones (ex. Diet coke and Fiji bottled water) Basic level Subordinate level – finest level of differentiation Goal-derived categories – contains things that consumers view as relevant to the goal. Level of expertise Experts – prior knowledge is well developed (category structure is more developed, have more categories, more associations with concepts in a category, better understand of whether associations in a category are correlated, have more subordinate-level categories and can therefore make finer distinctions among brands)
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Categorization – when consumers use their prior knowledge to label, identify, and classify something new Inferences Elaboration Evaluation Consideration and choice Satisfaction Objective comprehension – whether the meaning that consumers extract from a message is consistent with what the message actually stated (reflects whether we accurately understand the
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Buyer Behavior Test 2 Reading Guide - Ch.5 Knowledge...

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