1 Chapter 5 KNOWLEDGE 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