Lecture 7: Psychology of Brands Flashcards

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1
Q

What is a brand?

A
  • A brand is a very complex concept there is no single definition for ‘brand’

Some definitions:
- Brand: A type of product manufactured by a particular company under a particular name (Oxford Dictionary)
- Brand: A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers (American Marketing Association)
o Confident enough in your product to put your stamp on it (identifying you)
- Brand: A category (Aaker, 1991)
o Products are elements of the category

  • Brands drive consumption
  • Brands are very influential
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2
Q

Why do brands matter?

A
  • Brands are ubiquitous
    o Brands are mentioned millions of times a day (e.g. brand recommendations to friends)
  • Brands influence our economic decisions
  • Brands influence our perceptions and cognitions (e.g. information processing, inferences, memory)
    o Informational value: Heuristic for consumers that reduces risk
    ♣ Companies shouldn’t be putting their brands on products if they are not confident in that product
    ♣ E.g. People very happy with their Apple phones when they need a laptop, prefer Apple over IBM
    o Categorisation allows consumers to go beyond the given information
    ♣ Brand labels provide a powerful basis for inferences
  • Brands serve a social purpose
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3
Q

What was the overall result, regarding brand labels, of the peanut butter study (1990), chicken nugget study with children (2007) and Coke vs. Pepsi fMRI study (2004)?

A

Regardless of quality, consumers are more likely to choose products with known brand labels rather than unknown or less-popular

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4
Q

What were the results of the peanut butter study (Hoyer & Brown, 1990)?

A

♣ Strong tendency (93% of subjects) to select jar of the known brand, even when it contained an inferior quality peanut butter
♣ Even though likelihood of selecting the known brand declined with each trial, subjects were still more likely to select the known brand (by 5th trial)

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5
Q

What were the results of the chicken nugget study with children (Robinson et al., 2007)?

A

o Reported that the nuggets tasted better when in the branded package (despite both sets of nuggets being the same)
♣ Children susceptible to branding, even at age of 3½
• Need to be careful about the type of advertising children are exposed to

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6
Q

What were the results of the Coke vs. Pepsi fMRI study (McClure et al., 2004)?

A

♣ Unlabelled cups:
• No difference in reported taste
♣ Labelled cups:
• Significant preference for sample labelled Coke
o Cultural memory of brands tends to confuse our interpretations of the product

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7
Q

What were the fMRI brain-scan results of the Coke vs. Pepsi fMRI study (McClure et al., 2004)?

A

♣ Unlabelled cups:
• When preference was based on the senses alone, preference correlated with ventromedial PFC activity

♣ Labelled cups:
• Preferences correlated with dorsolateral PFC and hippocampal activity
o Inferences drawn from experiences with the brand rather than the taste
o Dorsolateral PFC: Associated with higher cognitive processes

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8
Q

What 2 things makes us consume a particular brand?

A
  • Awareness of the brand

- The brand satisfies our psychological needs

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9
Q

What is awareness of a brand?

A

o Associate that product/brand with a particular familiarity
♣ E.g. Brand awareness ad by Coke:
• Poster with black, unmarked, Coke-shaped bottle with message: “Quick, name the brand”
o Was a very successful ad campaign
o Showed importance of brand associations

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10
Q

What are the 2 components of brand awareness?

A

♣ Recognising the brand

♣ Correctly associating it with a particular product/service

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11
Q

What are the 3 ways to cultivate brand awareness?

A

♣ Logos
♣ Colours
♣ Names

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12
Q

What psychological needs are satisfied by brands?

A
o	Needs associated with the self
	♣	Self-definition, self-reflection, and self-signalling
	♣	Uniqueness
	♣	Belonging
	♣	Effectance
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