Hoorcollege week 4 consumer behavior
Mere exposure = herhalingseffect
Knowing and understanding
Chapter 4
Learning objectives
- Understand why it is important to know what consumers know and how they organize their
knowledge
- Define and describe the processes and roles of categorization, schemas, scripts, and
comprehension
- Understand why these processes are important in marketing.
Do we need more than a, e & p to influence consumers decisions?
- If we need more, what?
- We want consumers:
o To know/understand our product
o To perceive our product to be different than product of competitors
- Prior knowledge is very important:
o we want to add to/change
o we want to know how knowledge is structured
Knowledge content
- Schemas and associations
o Nay association that comes up with a product, brand
- Images
o Those associations that comes up first, most easily fastest top of mind
associations
- Brand personality
o The set of associations that reflects the personification of a brand.
- Scripts
o Knowledge of certain activities of events
Are these concepts important? Why?
Creating new, developing and changing existing schema, images, personalities, scripts
Knowlegde structure
- Categories and their structure: taxonomic category an orderly classification of objects
system that orderly classifies objects
1
Mere exposure = herhalingseffect
Knowing and understanding
Chapter 4
Learning objectives
- Understand why it is important to know what consumers know and how they organize their
knowledge
- Define and describe the processes and roles of categorization, schemas, scripts, and
comprehension
- Understand why these processes are important in marketing.
Do we need more than a, e & p to influence consumers decisions?
- If we need more, what?
- We want consumers:
o To know/understand our product
o To perceive our product to be different than product of competitors
- Prior knowledge is very important:
o we want to add to/change
o we want to know how knowledge is structured
Knowledge content
- Schemas and associations
o Nay association that comes up with a product, brand
- Images
o Those associations that comes up first, most easily fastest top of mind
associations
- Brand personality
o The set of associations that reflects the personification of a brand.
- Scripts
o Knowledge of certain activities of events
Are these concepts important? Why?
Creating new, developing and changing existing schema, images, personalities, scripts
Knowlegde structure
- Categories and their structure: taxonomic category an orderly classification of objects
system that orderly classifies objects
1
