7/21/2014

Importance of Consumer Knowledge

• Knowledge about a brand’s associations (linkages
in memory between the brand and other
concepts) can affect consumer behaviour in many
ways
• Knowledge about competitors’ prices can
determine consumer acceptance of a company’s
Memory and Affect price

Importance of Consumer Knowledge Types of Consumer Knowledge

• What we know or don’t know strongly influences our
decision-making processes • Product knowledge
• It affects how decisions are made
• It may determine the final decision itself
• Purchase knowledge
Customer knowledge affects product demand
• Consumption and usage knowledge

• Persuasion knowledge

• Self-knowledge

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Product Knowledge Product Knowledge

• Product category knowledge • When should we use recall or recognition to

• Brand knowledge assess brand awareness?

Product Knowledge Product Knowledge

• Brand image: defined by entire array of • What for Perceptual Mapping is used?
associations activated from memory when
consumers think about a brand
– May involve product attributes and associations

– May also include endorsers, ad campaigns,

symbols, product slogans, etc.

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Product Knowledge Hypothetical Perceptual Map

• Perceptual Mapping: image analysis that derives brand
images from consumers’ similarity judgments
– Consumers judge the similarity of brands examined in the
analysis
– Brands perceived as similar are located close together on
the perceptual map
– Placement of the “ideal brand” may suggest new products

Sources of Consumer Knowledge Perceptions of Media Credibility

• Personal versus Impersonal

• Business versus Non-business Controlled

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Benefits of Understanding Consumer

New Product Use
Knowledge
• Gauging Positioning Success

• Identifying Purchase Barriers

• Discovering New Uses

• Gauging the Severity of Competitive Threats

Memory The Memory Process

• A process of acquiring and storing information

such that it will be available when needed

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Memory and Advertising Memory Systems

• Sensory Memory:
– Very temporary storage of information we receive from
our senses
• Short-Term Memory (STM):
– Limited period of time & limited capacity
– Working memory (i.e., holds memory we are currently
processing)
• Long-Term Memory (LTM):
– Can retain information for a long period of time
– Elaboration rehearsal is required: Process involves thinking
about a stimulus and relating it to information already in
memory

Storing Information in Memory An Associative Network for Healthy-Living

• Multiple Store Models of Memory

• Activation Models of Memory

• Associative Networks

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Retrieving Information for

Pictorial versus Verbal Cues
Purchase Decisions
• Factors Influencing Retrieval: • There is some evidence for
– Physiological Factors (e.g. age) the superiority of visual
– Situational Factors:
memory over verbal memory.
• Pioneering brand: First brand to enter a market. Is
generally easier to retrieve from memory. • Pictorial ads may enhance
• Descriptive brand names easier to recall than names recall, but do not necessarily
that do no provide cues to what the product is.
improve comprehension.
– Viewing environment: Commercials shown first in a series
of ads are recalled better than those shown last. • How many of these Ad icons
– Post-experience advertising effects: can you remember from the
• When consumers confuse recently viewed ads with picture alone?
their own experiences

Affect Psychological Responses

• Two types of mental responses to stimuli and
events in the consumer environment
– Affect
• Feeling responses
– Cognition
• Mental (thinking) responses

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The Nature of Emotions Types of Affective Responses

– Emotions

– Specific feelings

– Moods

– Evaluations

Types of Affective Responses Types of Affective Responses

– Emotions • Fear, anger, joy – Emotions

– Specific feelings • Happy about going to – Specific feelings Higher levels of

lunch
physiological arousal
– Moods • Bored and cheerful – Moods
and activation and
– Evaluations • Liking a movie – Evaluations stronger feelings

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Five Basic Characteristics of Affective

Affect and Cognition
System
• Reactive • Are these two interdependent or
• Lack of direct control
independent?
• Felt physically in the body
– Is there a primacy of cognition over affect?
• Can respond to virtually any type of
stimulus
• Most affective responses are learned
– Socialization

Affect and Implications Affect and Implications

• Affective reactions are primary • Affective judgments implicate the self

– When we evaluate, we are describing something about
– Feelings comes first
ourselves
• Affective reactions are inescapable
• Affective reactions are difficult to verbalize
– They occur without effort
• Affective reactions need not depend on cognition
• Affective judgments are hard to change – Failure of attitude change campaigns

– Subjective validity • Impact on memory / remembering is more