Psychology of Marketing & Advertising (Fach) / Chapter 2: 4 Comprehension (Lektion)
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Diese Lektion wurde von Janaw55 erstellt.
- 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)
- Brand personality Brand personality - Sincerity: down to earth, hones, wholesome, cheerful - Excitement: Daring, Spirited, Imaginative, Up-to-Date - Competence: Reliable, Intelligent, Successful - Sophistication: Upper class, Charming - Ruggesness: Outdoory, Tough
- 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