Advertising and Consumer Psychology
Summary of Exam Articles
Mandatory readings (articles) provided by the professor
,Index
- Conceptualizing, measuring, and managing customer-based brand equity by Keller
(1993)
- Fifty years of using the wrong model of advertising by Heath & Feldwick (2008)
- A typology of consumer strategies for resisting advertising, and a review of mechnaisms
for countering them by Fransen et al. (2015)
- Effects of fear-arousing and humorous appeals in social marketing advertising: the
moderating role of prior attitude toward the advertised behavior by Jäger & Eisend
(2013)
- Psychological targeting as an effective approach to digital mass persuasion by Matz et al.
(2013)
,CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND EQUITY BY
KELLER (1993)
Brand equity = when certain outcomes result from the marketing of a product or service
because of its brand name that would not occur if the same product or service did not have
that name
Motivations for studying brand equity
1. Estimate the value of a brand more precisely for accounting purposes or for merger,
acquisition, or divestiture purposes (financially motivated)
2. Improve marketing productivity (strategy-based)
Dimensions brand’s performance
1. Leadership
2. Stability
3. Market stability
4. Internationality
5. Trend
6. Support
7. Protection
Brand = a name, term, sign, symbol, or design, or combination of them which is intended to
identify the goods and services of one seller or group of sellers and to differentiate them from
those of competitors
Brand identities = individual brand components
Dimensions distinguishing brand knowledge
1. Brand awareness
2. Brand image
Brand awareness = consumers’ ability to identify the brand under different conditions
1. Brand recognition
2. Brand recall
Brand recognition = consumers’ ability to confirm prior exposure to the brand when given the
brand as a cue
Brand recall = consumers’ ability to retrieve the brand when the given product category, the
needs fulfilled by the category, or some other type of probe as a cue
, Reasons why brand awareness plays an important role
1. Consumers must think of the brand when they think about the product category
2. Can affect decisions about brands in the consideration set, even if there are essentially
no other brand associations
3. Affects consumer decision making by influencing the formation and strength of brand
associations in the brand image
Consideration set = the handful of brands that receive serious consideration for purchase
Brand image = perceptions about a brand as reflected by the brand associations held in
consumer memory
1. Types of brand association
2. Favorability of brand associations
3. Strength of brand associations
4. Uniqueness of brand associations
Brand associations = the other informational nodes linked to the brand node in memory and
contain the meaning of the brand for consumers
Types of brand association
1. Attributes
2. Benefits
3. Attitudes
Attributes = descriptive features that characterize a product or service
1. Product-related attributes
2. Non-product-related attributes
Product-related attributes = the ingredients necessary for performing the product or service
function sought by consumers
Non-product-related attributes = external aspects of the product or service that relate to its
purchase or consumption
1. Price information
2. Packaging or product appearance information
3. User imagery
4. Usage imagery
Summary of Exam Articles
Mandatory readings (articles) provided by the professor
,Index
- Conceptualizing, measuring, and managing customer-based brand equity by Keller
(1993)
- Fifty years of using the wrong model of advertising by Heath & Feldwick (2008)
- A typology of consumer strategies for resisting advertising, and a review of mechnaisms
for countering them by Fransen et al. (2015)
- Effects of fear-arousing and humorous appeals in social marketing advertising: the
moderating role of prior attitude toward the advertised behavior by Jäger & Eisend
(2013)
- Psychological targeting as an effective approach to digital mass persuasion by Matz et al.
(2013)
,CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND EQUITY BY
KELLER (1993)
Brand equity = when certain outcomes result from the marketing of a product or service
because of its brand name that would not occur if the same product or service did not have
that name
Motivations for studying brand equity
1. Estimate the value of a brand more precisely for accounting purposes or for merger,
acquisition, or divestiture purposes (financially motivated)
2. Improve marketing productivity (strategy-based)
Dimensions brand’s performance
1. Leadership
2. Stability
3. Market stability
4. Internationality
5. Trend
6. Support
7. Protection
Brand = a name, term, sign, symbol, or design, or combination of them which is intended to
identify the goods and services of one seller or group of sellers and to differentiate them from
those of competitors
Brand identities = individual brand components
Dimensions distinguishing brand knowledge
1. Brand awareness
2. Brand image
Brand awareness = consumers’ ability to identify the brand under different conditions
1. Brand recognition
2. Brand recall
Brand recognition = consumers’ ability to confirm prior exposure to the brand when given the
brand as a cue
Brand recall = consumers’ ability to retrieve the brand when the given product category, the
needs fulfilled by the category, or some other type of probe as a cue
, Reasons why brand awareness plays an important role
1. Consumers must think of the brand when they think about the product category
2. Can affect decisions about brands in the consideration set, even if there are essentially
no other brand associations
3. Affects consumer decision making by influencing the formation and strength of brand
associations in the brand image
Consideration set = the handful of brands that receive serious consideration for purchase
Brand image = perceptions about a brand as reflected by the brand associations held in
consumer memory
1. Types of brand association
2. Favorability of brand associations
3. Strength of brand associations
4. Uniqueness of brand associations
Brand associations = the other informational nodes linked to the brand node in memory and
contain the meaning of the brand for consumers
Types of brand association
1. Attributes
2. Benefits
3. Attitudes
Attributes = descriptive features that characterize a product or service
1. Product-related attributes
2. Non-product-related attributes
Product-related attributes = the ingredients necessary for performing the product or service
function sought by consumers
Non-product-related attributes = external aspects of the product or service that relate to its
purchase or consumption
1. Price information
2. Packaging or product appearance information
3. User imagery
4. Usage imagery
