Lecture 7 - Psychology of Brands

Question 1

Peanut Butter Study (Hoyer and Brown)

Answer 1

Presented with three brands of peanut butter
> one was a known brand
Higher quality was switched between them all. Asked participants which was nicer: chose the branded one even when it contained an inferior quality PB

Question 2

Chicken Nugget study

Answer 2

Children asked to taste unlabelled white and McDonalds packaged nuggets. Branded tasted better.

Question 3

What is the 5 factor structure of Brand Personality?

Answer 3

Sincerity
Excitement
Competence
Sophistication
Ruggedness

(CRESS)

Question 4

Brands and the self

Answer 4

We buy brands which to signify something about ourselves
> reflect ‘Prius because I see myself as caring’
> signal the self ‘Prius to show others I care about the environment’
> define ‘I care about the Env so I drive a Prius’

Question 5

Brands to belong and brands to be unique

Answer 5

Belong: Harley davidson; Nike
Unique: brands that are more bold and different eg Dr Pepper

Question 6

Brewer and Gardner - Levels of the Self

Answer 6

Individual Self: different from others
Relational Self: relation to close others
Collective Self: relation to group membership

Question 7

Higgins - Domains of the Self

Answer 7

Actual Self: the way we are
Ought Self: the way we feel we should be
Ideal self: the way we aspire to be

Question 8

What is the IKEA effect?

Answer 8

We over-value self made products. When we have an input into the end product we place much more ‘value’ on it.

Illustrates the importance of consumer involvement - co-creation