MGMC02H3 Chapter Notes - Chapter 4: Uptodate, Multiple Comparisons Problem, Holding Hands
Document Summary
Two broad domains of prior knowledge used for understanding (categorizing and comprehending) new info: knowledge content information we already have in memory, knowledge structure the way in which knowledge is organized. Prior knowledge is essential for 2 aspects of consumer understanding: categorization the process of labelling or identifying an object. Involves relating what we perceive in our external environment to what we already know: comprehension the process of deepening understanding. Involves using prior knowledge to understand more about what we have categorized. Schemas for many entities product category, brands, people, stores, salespeople, ads, places, countries, animals, ourselves (self-schema) Brand image a subset of salient and feeling-related associations stored in a brand. Brand personality the set of associations that reflect the personification of the brand schema product: consequence: Brand personality can be reinforced by celebrity endorsers or embodied in brand characters: personalities can be updated based on consumers" exposure to new info.
