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Psychology of Marketing & Advertising (Subject) / Chapter 2: 3 Categorization (Lesson)
- Categorization - The process by which incoming information Info is classified (labeled) as belonging to one or more categories - Comparative assessment of the category and the incoming info Mercedes Benz: Car, Statut symbol, German product, capitalism, symbol
- Product and Brand Line extensions = New products under the umbrella of a parent brand 1. Brands may represent categories => consumers judge new products on the basis of knowledge about the brand 2. Comparisons with other products of the same category (from different brands) of the same brand (even in other product categories) with the same usage => catgorization easier when new product shared similarities with existing products of the brand effect of fluency strong fit fosters acceptance of extension
- Representativeness heuristic Extent to which two stimuli belong to same category may predict perception of new products as true innovations or copycats
- Assimilation and contrast l example Example in consumer context: three toasters Logan T 5000 superior Logan L 500 inferior Ellington TA 1 inferior -> performance of last two is similar Conditions: Brand identity -> ads emphasize similarity between T5000 and L500 Individual ads -> Ads downplayed similarity between T5000 and L500 Control group -> Only compared L500 and TA1 Results: Informing participants about the superior toaster pulled down the ratings of the two inferior toasters compared to the control group (contrast) When the common identity of the two Logan toasters was made salient, the inferior Logan toaster was not downgraded (assimilation)
- Assimilation Objects classifies are more similar to parent category than they really are, when object and category are congruent
- Contrast Objects classifier as more dissimilar to parent category than they really are, when object and category are incongruent
- Does similarity always guarantee the success of brand extensions? moderate dissimilarity is better than either extreme -> people enjoy solving moderate incogruities and this pleasure might transfer to brand
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