MKTG 322 Lecture Notes - Lecture 1: Jerky, Apple Pie, Nose Piercing
3 Feb 2020
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Document Summary
Taxonomic categories: how consumers classify a group of objects in memory in an orderly, often hierarchical way, based on their similarity to one another. For example, our schemas for coke, pepsi, diet coke, and other brands can be clustered in a category called soft drink; we might also use subcategories to cluster specific brands and separate them from others. Prototype: the best example of a cognitive (mental) category. The category member perceived to be the best example of the category, like disney being the prototypical theme park, and apple pie being the prototypical pie. Prototypicality: the extent to which an object is representative of its category. To most consumers, a diamond ring may be a more prototypical engagement gift than a tattoo or a nose piercing. Taxonomic categories hierarchical structure : basic, subordinate, superordinate levels: objects share a few associations but have many different ones.
