Chapter 5
KNOWLEDGE
AND
UNDERSTANDING
1
Chapter Overview

What we know (Knowledge)
» knowledge content
» knowledge structure

How we use our knowledge (Understanding)
» why we categorize objects
» comprehending a message
2
Knowledge Content

S
» set of associations linked
with a concept

S
» special type of schema
» expectations of the steps
to follow in a situation
3
Brand Image & Personality

Brand Image
» the most salient associations
» What comes to mind first?

Brand Personality
» how to describe the brand if it were a person.
» Masculine/feminine, attractive/not attractive,
ruggedness, competence, sophistication, etc.

Create/modify your own image/personality,
don’t let consumers do this for you!!
4
Brand Personality Group
Application Exercise
In your assigned groups describe the
brand personality for your
product/service
 List 3-5 personality characteristics and
be prepared to share
 Discussion: would you try to change the
personality? Why/why not?

5
Knowledge Structure

Taxonomic categories
» an orderly classification of objects, with
similar objects in the same category
» Characteristics
– Graded Structure
– Prototype
– Hierarchical Structure
6
Knowledge Structure

Goal-derived categories
» Tend to focus on consumer needs rather
than product form
» what do I need to take on a camping trip?
7
Marketing Implications of
Knowledge Structure

Positioning
» Close to/Far away from the prototype
Understand who you are competing
against
 Design of retail store

» Grocery stores

Design of Web sites
» Amazon.com
8
Definition
Categorization: The
process by which
consumers label an
object and hence
know what it is
9
Implications of Categorization

Inferences

Evaluation &
Satisfaction

Consideration &
Choice

Help consumers
locate the best
category!!
10
Comprehension

___________: extent to which
the consumer has learned the
facts stated in the message
» Intended message

Subjective: meanings
generated by consumers from
the communication
» Potentially unintended “message”
11
Sources of Subjective
Inferences








Brand name/symbols
Packaging and product features
Price
Retail atmosphere
Salespersons
Pictures
Language
Other??
12
Ethics Debate
Marketers make their brands look more
favorable than they really are and
therefore are misleading consumers
OR
 Consumers themselves are responsible
for not being misled since they are the
ones making the inaccurate inferences
and miscomprehensions of ads.

13
Chapter 5 Summary

Knowledge Content
» Schemas & Scripts
» Brand Image/Personality

Knowledge Structure
» Taxonomic Categories & Characteristics
» Goal-derived Categories
Categorization
 Comprehension

» Objective
» Subjective
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