1. Knowledge and Understanding
Chapter 4
Knowledge and Understanding

2. Learning Objectives
Connection between consumer knowledge and consumer understanding.
Schemas, associations, images, categories, and prototypes.
Categorization and comprehension.
How product features, price, and other marketing elements induce consumers to make inferences about products.

3. Chapter Overview: Knowledge and Understanding (Exhibit 4.1)

4. Overview of Knowledge and Understanding
Knowledge content
Knowledge structure
Categorization
Comprehension

5. Knowledge Content Schemas and Associations Types of schemas Images
Types of associations
Favorability
Uniqueness
Salience
Types of schemas
Images
Scripts

6. Images Brand image Brand’s personality Brand extension Licensing
Brand alliance
Protecting brand images

7. Brand Personality Framework (Exhibit 4.4)

8. Marketing Implications
Creating new schemas, images, & personalities
Brand extensions
Licensing
Brand alliances
Developing existing schemas, images, & personalities
Changing schemas, images, & personalities
Protecting brand images

9. Scripts
Special type of schemas that represent our knowledge of a sequence of actions involved in performing an activity
Helps marketers understand how consumers buy and use an offering
May want consumer to consider brand as part of scripted activity

10. Knowledge Structure Categories and their structures
Taxonomic structures
Goal-derived structures
Why consumers differ in their knowledge

11. Taxonomic Categories and Their Structure
Graded structure
Position to prototype
Close
Away
Competitive
Retail store and site design
What affects prototypicality?
Correlated associations
Hierarchical structure

12. Hierarchical Structure Levels
Superordinate
Basic
Subordinate

13. Taxonomic Category Structure (Exhibit 4.6)

14. Goal-Derived Categories
Things belong in the same category if they fulfill same consumer goal.

15. Construal Level Theory
Low-level construal—concrete
High-level construal—abstract

16. Why Consumers Differ in Their Knowledge
Cultural system
Associations linked to concept
Category members
Category prototypes
Correlated associations
Goal-derived categories
Level of expertise

17. Using Knowledge to Understand— Categorization
Inferences
Elaboration
Evaluation
Consideration and choice
Satisfaction

18. Using Knowledge to Understand— Comprehension
Objective
Subjective
Miscomprehension
Effects of:
MAO
Cultural system
Improving objective comprehension

19. Comprehension and Product Warnings

20. Consumer Inference Brand names/symbols inferences
Misleading names/labels
Inappropriate/similar names
Product features/packaging
Product attributes
Country of origin
Package design
Color

21. Consumer Inference (cont’d)
Price
Retail atmospherics/display
Advertising/selling
Pictures
Language
Ethical issues

22. Atmospherics Influence (Exhibit 4.13)

23. Language Inference Juxtaposed imperatives Implied superiority
Incomplete comparisons
Multiple comparisons

24. Ad Stimuli Compared