Comprehension
The process of forming inferences pertaining to the semantic meaning of a stimulus, while incoming info is related to previously stored knowledge in memory 80 % of ad messages miscomprehended! Comprehending even the simplest as message posits some challenges
Assimilation and contrast
New products affect perception of parent brand Evaluations of parent brand categories are often updated based on consumers' experiences with line extensions Brand line extensions mich even backfire When the new products are too dissimilar to the other products of the brand
Consumer's categorization and impression formation
Not only brands and product: consumers are also categorized! brand personality: brands have personalities similar to people People make inference about consumers' personalities based on the brands they use - e.g. clothing, and competence dimension (Hugo boss more competent than Ugg)
Pragmatic inferences
Omit comparison information: - doctors remmonend it? - how many? - "Probably the best beer in the world" Juxtaposition - "be cool, buy brand X" - causality implies
Elaborative Reasoning
Process by which stimulus is actively related to previously stored knowledge to allow for inferences full consciousnesswhen involvement is higheffortful and deliberative process
