7/21/2014

Importance of Consumer Knowledge

Knowledge about a brands associations (linkages
in memory between the brand and other
concepts) can affect consumer behaviour in many
ways
Knowledge about competitors prices can

Memory and Affect

Importance of Consumer Knowledge

What we know or dont know strongly influences our
decision-making processes
It affects how decisions are made
It may determine the final decision itself
Customer knowledge affects product demand

determine consumer acceptance of a companys

price

Types of Consumer Knowledge

Product knowledge
Purchase knowledge
Consumption and usage knowledge
Persuasion knowledge
Self-knowledge

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Product Knowledge
Product category knowledge

Product Knowledge
When should we use recall or recognition to
assess brand awareness?

Brand knowledge

Product Knowledge
Brand image: defined by entire array of

Product Knowledge
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

Knowledge

New Product Use

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

Purchase Decisions
Factors Influencing Retrieval:
Physiological Factors (e.g. age)
Situational Factors:
Pioneering brand: First brand to enter a market. Is
generally easier to retrieve from memory.
Descriptive brand names easier to recall than names
that do no provide cues to what the product is.
Viewing environment: Commercials shown first in a series
of ads are recalled better than those shown last.
Post-experience advertising effects:
When consumers confuse recently viewed ads with
their own experiences

Pictorial versus Verbal Cues

There is some evidence for
the superiority of visual
memory over verbal memory.
Pictorial ads may enhance
recall, but do not necessarily
improve comprehension.
How many of these Ad icons
can you remember from the
picture alone?

Psychological Responses

Affect

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

Specific feelings

Moods

Happy about going to

lunch
Bored and cheerful

Evaluations

Liking a movie

Moods
Evaluations

Higher levels of
physiological arousal
and activation and
stronger feelings

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Five Basic Characteristics of Affective

System
Reactive

Affect and Cognition

Are these two interdependent or

Lack of direct control

Felt physically in the body
Can respond to virtually any type of

independent?
Is there a primacy of cognition over affect?

stimulus
Most affective responses are learned
Socialization

Affect and Implications

Affective reactions are primary
Feelings comes first

Affective reactions are inescapable

They occur without effort

Affective judgments are hard to change

Subjective validity

Affect and Implications

Affective judgments implicate the self
When we evaluate, we are describing something about
ourselves

Affective reactions are difficult to verbalize

Affective reactions need not depend on cognition
Failure of attitude change campaigns

Impact on memory / remembering is more