MKT 613- Consumer Behavior
Prof. Carolyn Yoon
Session 10 (Feb . 14) Notes
Short-term Memory slide:
IN CLASS EXERCISE
Show the number on the screen, empty
, ask them to write down the digits. Show the numbers again, how many digits do you
ok, she did something similar.
NUTRIGRAIN IN CLASS EXERCISE:
Ask them to list associations- wholesome, healthy. How
do you come up with these associations? Ask users of this product. 2 kinds of groups,
students per user of this product, 2) 3-4 students per user of this product, 3) 3-4 students per non-
user of this product.
Compare the maps from these 2 different groups.
…quantitative helps validate the insights that you’ve come up with. Think of qualitative research
as providing discoveries, and quantitative validating.
…you’ve Diet Coke, Diet Pepsi, and Diet Sprite over here. Well that sort of tells you that it is on
the diet dimension, the horizontal axis. If the dotted ones are up here, and Sprite is down here
maybe the vertical axis is the column dark vs the lighter ones. You are just trying to figure out
what the dimensions are, it is not always that clean but you can figure out what the dimensions,
what are driving perceptions of similarities in people’s minds, and if you can’t quite figure it out,
you can go back to the consumers and pull that information out by asking about attributes and
see what attributes are coming out with a cluster of brands over here vs. over here. It is a very
nice technique, but it is trying to get everything on some sort of plain and more distant means
more similar on some dimension and you have to figure out that dimension.
Here, we are going to talk about knowledge and comprehension, which we started last time.
Move on to memory and retrieval, and finish off on Wednesday and do this little review because
a week from today, we have a midterm in this class.
We have schemas, and those are your knowledge structures. Basically, you can think of people
having schemas, and one of the things that has been extensively been studied in marketing is
knowledge structures that people have of brands. You all know of brands if you are in marketing,
and those could be image related associations that are part of this knowledge structure that we
have about brands or it could be associations about brand personality. Yes you heard this right,
each brand has a personality. Not all, but a lot of them do. So if I were to say Holiday Inn- how
many of you would stay at Holiday Inn? What personality do you think this has? Cheerful, pretty
close. That is exactly the brand personality that they want you to think about. In terms of the
actual research on brand personality, there is someone at Stanford, it was actually her dissertation
that she did there, that collected all sorts of- the way this research was done was have people
think about brands and then they were given a lot of personality traits, like human traits. So
cheerful is one of them, but friendly, honest, exciting, fun. In one variant of that, “Coca-Cola,