Categorization (Test 2) Flashcards
When does categorization occur?
Occurs when consumers use prior knowledge to label, identify, and classify something new
Once categorized we know what the object is similar to
What is taxonomic categorization?
Grouping similar objects in same category
Objects in same category share same features
Define Superordinate categorization
Broadest Category (Example Beverages)
Define Basic categorization
Narrower Category (Example Sodas)
Define Subordinate categorization
Narrowest Category (Example Diet Sodas)
What are the 5 Dimensions of Brand Personality?
1) Sincerity
2) Excitement
3) Competence
4) Ruggedness
5) Sophistication
What is an Expert?
Someone with prior knowledge that is well developed, mainly because they have a lot of experience and familiarity with an object or a task
They have more subordinate categories and is more structured
What is Primacy?
First exposure to something
Remembering the first thing that happened
What is Recency?
Most recent exposure to something
Remembering the last thing to happen
What is Partial-list cueing?
When some of the info is already presented and you are stuck in a loop trying to figure out the rest
You think the info presented is helping, but it doesn’t
What is a Graded structure?
Some members represent the category better than others
What is a Prototype?
Best example of a category
The thing that is most easily recalled
The standard of a category
Define Goal-Derived (or Ad Hoc)
Contains things that we perceive as relevant to a goal
Example: Music Playlists, Red Solo Cups in Beer Aisle
What is the First Mover Advantage?
You become the prototype due to primacy
