Lecture unit 1: Brand and Consumer Pychology

Question 1

What are the different levels of psychological engagement?

Answer 1

• Object-centered engagement:
• Self-centered engagement
• Social engagement:

Question 2

What is object-centered engagement?

Answer 2

• functionally-driven engagement; the consumer acquires information about the brand with the goal of receiving utilitarian benefits from it

Question 3

What is self-centered engagement??

Answer 3

The brand is seen as personally relevant to the consumer

Question 4

What is social engagement?

Answer 4

the brand is viewed from an interpersonal and socio-cultural perspective, and provides a sense of community

Question 5

What is the process of identiying brand about?

Answer 5

process of identifyingrefers to
- searching for,
- being exposed to, and
- collecting information about the brand, its category, and related brands

Question 6

What does the identification process primarily concern?

Answer 6

Concerns; depending on the consumer´s level of psychologcal engagement:

• the brand categorization,
• associations with the brand, or
• inter-brand relations

Question 7

Identifying process: What is brand categorization:
What is the focus of consumers when they engage with a brand in an object-centered way?

Answer 7

• When engaging with a brand object-centeredly, consumers focus on the brand and its product category
• emphasizing the relationship between the two.
• The primary task involves associating the brand with its relevant product or industry category.

Question 8

What is the prerequisite for pursuing a brand-related goal?

Answer 8

Stimulus- or memory-based categorization is a prerequisite for pursuing a brand-related goal

Question 9

How is the categorization of a brand established?

Answer 9

• Depending on the stimulus type, the categorization of a brand to a category may be established verbally or visually
• through physical proximity, temporal proximity, or design

Question 10

What does the categorization theory state?

Brand categorization

Answer 10

states that individuals place objects
in different categories to understand and process them well

Question 11

What is the dilution effects? (Brand categorization)

Answer 11

Dilution effects
–>Example: the distinction between brand names is blurred through the similarity of the name or logo of two brand

Question 12

What are brand associations?

Answer 12

• To engage with brands in self-relevant ways, consumers identify information that is relevant to them
• Brand associations are created by brand strategists, to create a brand´s identify
• they can relate to brand attributes, benefits, and images

Question 13

What is important about brand associations so that a brand is strong?

Answer 13

• need to be more favorable, strong, and unique than the image associated with competing brands

Question 14

What is the associative network model?

Answer 14

memory as a network of nodes and connecting links

• nodes represent stored information or concepts
• links represent the strenght of association between the nodes

Question 15

What do environmental stimuli do in the associatie network model?

Answer 15

• Environmental stimuli trigger a node that through a spreading activity triggers new nodes associated with the fist one

Question 16

How can brand associations differ?

Answer 16

Can differ in:
- valence
- strength
- uniqueness and
- coherence

–>They are also structured in terms of level of generality

–>The activation of brand associations is often automatic in nature

Question 17

What are attributes? And what are two types?

Answer 17

Attributes: are descriptive features characterizing a product or service

• product-related: are directly associated with the product
• non-product related: are external aspects related to purchase or consumption; price info, packaging, user imagery

Question 18

What are benefits? (What are the types?)

Answer 18

Benefits: are personal value attached to a brand by the consumer

• functional: personal expectation of what the product can do
• experimential: sensory experience of using the brand
• symbolic: self-expression and the way we signal to others by means of consumption objects

Question 19

What is Classical conditioning?

Answer 19

Brand associations: the underlying theory:

Classical conditioning:

An unconditioned stimulus –> whch elicits an unconditioned response –> is paired with a neutral stimulus –>that finally becomes the conditioned stimulus