Session 8_student slides_Knowledge_Understanding

Session 8_student slides_Knowledge_Understanding - MKT 313...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
1 MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 8 Monday, February 7 Winter 2011 © Copyright 2011 by Carolyn Yoon. All rights reserved
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 2011 Super Bowl XLV Commercials
Background image of page 2
3 Knowledge and Understanding
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4 Knowledge Knowledge content: Information we already have in memory. Knowledge structure: The way in which knowledge is organized.
Background image of page 4
5 Knowledge Content Schema: The set of associations linked to a concept Scripts: Set of associations linked with how we do something Types of schemas Images
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Script for Eating at a Fast-Food Restaurant
Background image of page 6
7 Schemas and Associations Types of associations (e.g., attributes, benefits, usage occasions) Favorability Uniqueness Salience Abstractness
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
McDonald’s Brand Associations Social Involvement McDonald’s Charities Minority/ Inner City Programs Ronald McDonald House Ronald Fun Family Kids Friendly/Warm Toys Birthday Parties Playgrounds Food Service Consistent Convenient Hassle-Free Fast Clean Value Promotions Portion
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 24

Session 8_student slides_Knowledge_Understanding - MKT 313...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online