消费者行动论5.ppt

Competition 第五章Knowledge and Understanding Consumer Behavior July. 7th, 2009 YXN 测验 五 1. 什么是Zipping , Zapping? 2. 什么是Schema？ Key Concepts Connection between consumer knowledge and consumer understanding Schemas, associations, images, categories, and prototypes Categorization and comprehension How product features, price, and other marketing elements induce consumers to make inferences about products Overview of Knowledge and Understanding Knowledge content The information consumers have already learn about brands, companies, product categories, stores, ads, people, how stop, how to use product, and so on Knowledge structure The way consumers organize knowledge Categorization The process of labeling or identifying an object that we perceive in our external environment based on its similarity to what we already know. Comprehension The process of using prior knowledge to understand more about what has been categorized Knowledge Content Schemas and Associations Types of associations Favorability Uniqueness Salience Types of schemas Images Scripts Associations 香水 花露水 古龙香水 花香 查理 年轻 激情 毒药 优雅 性感 富有 白麻 Schema of a Banana 100 Calories Bruises easily Peel is slippery Yellow 将命题综合成为一个复杂的单位，我们称之为图示 “Schema” Associations of a Banana Attributes Benefits Users When used Places used Ways used Where purchased Where grown Images Brand image Brand’s personality Brand extension Licensing Brand alliance Protecting brand images Rank Brand Known for 1 Coca-cola Soft drinks 2 Microsoft Software 3 IBM Computer technology 4 GM Light bulbs, engines 5 Intel Computer chips 6 Disney Entertainment 7 McDonald’s Fast Food 8 Nokia Cell Phone 9 Toyota Cars and trucks 10 Marlboro Tobacco Brand Personality Framework 朴实 有益 快乐 令人惊讶 活泼 亲近 认真 聪明 有效率 富有想象力 浪漫 性感 粗糙 户外 坚韧 运动 Brand Personality Knowledge Structure Categories and their structures Goal-derived structures Why consumers differ in their knowledge Categories and Their Structure Graded structure Positio