Session 5

Question 1

Precise numbers give what

Answer 1

A impression of certantantiy, people will believe this more.

Question 2

Asking people to make 80% prediction interval

Answer 2

People actually generate a 30-40% interval when asked

Question 3

When do brands have positive brand equity

Answer 3

A brand is said to have positive brand equity if consumers react more favorably
to the product, price, promotion, or distribution of the brand than they do to the
same marketing mix element when it is attributed to a fictitiously named or
unnamed version of the product or service.

Question 4

Associative memory

Answer 4

*Information nodes are stored in memory
and connected by links
* Activation spreads through the network
based on the strength of links
* Information nodes with highest activation
are most likely to influence behavior

Example colgate food didnt work becasue associated so much with the taste of toothpaste making it seem like a bad buy