Lecture 5 - Consumer Knowledge and Categorization

Lecture 5 - Consumer Knowledge and Categorization - LECTURE...

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5 | 1 Karthik Easwar Consumer Behavior LECTURE 5 Consumer Knowledge and Categorization
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5 | 2 Karthik Easwar Consumer Behavior Overview of Knowledge and Understanding Knowledge content Knowledge structure Categorization Comprehension
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5 | 3 Karthik Easwar Consumer Behavior Knowledge Content Reflects the information consumers have already learned about brands, companies, products, etc. It is organized in a specific way (not randomly)
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5 | 4 Karthik Easwar Consumer Behavior Schemas Schemas are the set of associations linked to a concept 100 Calories Bruises easily Peel is slippery Yellow
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5 | 5 Karthik Easwar Consumer Behavior Dimensions of Association Types of Association Favorability Uniqueness Accessibility Note that the book only mentions salience
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5 | 6 Karthik Easwar Consumer Behavior Accessibility Salience Frequency Recency Concurreny
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5 | 7 Karthik Easwar Consumer Behavior Types of Schemas Product Categories Brands People Stores Advertisements Scripts The Self Self-Schema
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This note was uploaded on 11/08/2010 for the course BUS-M&L 750 taught by Professor Easwar during the Fall '10 term at Ohio State.

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Lecture 5 - Consumer Knowledge and Categorization - LECTURE...

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