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Chapter 5 KNOWLEDGE AND UNDERSTANDING

Chapter 5 KNOWLEDGE AND UNDERSTANDING. Chapter Overview. What we know (Knowledge) knowledge content knowledge structure How we use our knowledge (Understanding) why we categorize objects comprehending a message. Knowledge Content. S set of associations linked with a concept S

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Chapter 5 KNOWLEDGE AND UNDERSTANDING

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  1. Chapter 5KNOWLEDGE AND UNDERSTANDING

  2. Chapter Overview • What we know (Knowledge) • knowledge content • knowledge structure • How we use our knowledge (Understanding) • why we categorize objects • comprehending a message

  3. Knowledge Content • S • set of associations linked with a concept • S • special type of schema • expectations of the steps to follow in a situation

  4. Brand Image & Personality • Brand Image • the most salient associations • What comes to mind first? • Brand Personality • how to describe the brand if it were a person. • Masculine/feminine, attractive/not attractive, ruggedness, competence, sophistication, etc. • Create/modify your own image/personality, don’t let consumers do this for you!!

  5. Brand Personality Group Application Exercise • In your assigned groups describe the brand personality for your product/service • List 3-5 personality characteristics and be prepared to share • Discussion: would you try to change the personality? Why/why not?

  6. Knowledge Structure • Taxonomic categories • an orderly classification of objects, with similar objects in the same category • Characteristics • Graded Structure • Prototype • Hierarchical Structure

  7. Knowledge Structure • Goal-derived categories • Tend to focus on consumer needs rather than product form • what do I need to take on a camping trip?

  8. Marketing Implications of Knowledge Structure • Positioning • Close to/Far away from the prototype • Understand who you are competing against • Design of retail store • Grocery stores • Design of Web sites • Amazon.com

  9. Definition Categorization: The process by which consumers label an object and hence know what it is

  10. Implications of Categorization • Inferences • Evaluation & Satisfaction • Consideration & Choice • Help consumers locate the best category!!

  11. Comprehension • ___________: extent to which the consumer has learned the facts stated in the message • Intended message • Subjective: meanings generated by consumers from the communication • Potentially unintended “message”

  12. Sources of Subjective Inferences • Brand name/symbols • Packaging and product features • Price • Retail atmosphere • Salespersons • Pictures • Language • Other??

  13. Ethics Debate • Marketers make their brands look more favorable than they really are and therefore are misleading consumers OR • Consumers themselves are responsible for not being misled since they are the ones making the inaccurate inferences and miscomprehensions of ads.

  14. Chapter 5 Summary • Knowledge Content • Schemas & Scripts • Brand Image/Personality • Knowledge Structure • Taxonomic Categories & Characteristics • Goal-derived Categories • Categorization • Comprehension • Objective • Subjective

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