slides that could be relevant 4 Flashcards
Utalitarian function (functional theory of attitudes)
Releavnt to rewards and punishment
Black goes with everything
Ego-defence function (functional theory of attitudes)
Protect ourselves from external threats and internal feelings
black makes me feel less girly
Value-expressive function (functional theory of attitudes)
Extress consumers value or self concept
i am goth black is my color
Knowledge function (functional theory of attitudes)
Need for order, structure and meaning
Black is a saturated color, saturated colors are my best colors
integral affect
Affective responses toward an object, elicited by features of the object
conditioning
That thing max explained where you associate things like songs with happy feelings to make consumers feel a certain way when they buy a product
when to use comparative advertising
Used by underdog brand superior on one attribute
Products with objectively measurable features
When is comparative advertising ineffective
When used by market leaders (creates negative association; harsh, cheap)
Two sided messages work by
Increasing credibility
Immunizing against negative claims
Two sided messages are effective when
Consumers have negative brand attitude
Negative attribute is already known
working memory (receives sensory input)
Capacity +-7 seconds
Duration <30 seconds
principles of wroking memory (millers rule)
one can store 7 +-2 units of information in working memory
Depends on knowledge and arousal
information is retained very shortly (about 30 seconds)
Repetition or rehearsal is needed for retention
principles of long term memory
Unlimited duration, capacity and efficiently organized
associative network theory - principles
1) knowledge/nodes are stored in memory and are connected by associations/links
2) spreading activation; activation pattern depends on
(strength of association)
(number of associations)
3) links are strengthened every time two nodes are activated together “what fires together, wires together)
knowledge content: scripts
Script = a special schema that represent knowledge of a sequence of actions involved in performing an activity
Help to complete tasks easy and quickly
Some brands may activate scripts in consumer minds –> brand specific behavior
Brand image
Consumers often use associations with brands to predict product benefits
brand image = schema that captures what a brand stands for a nd how consumers view it
Can include the brand personality
Three dimensions that are crucial to building and maintaining strong brands
Favorability
Uniqueness
salience
Brands with favorable, unique and salient associations have higher brand equity, sell for higher prices and have more loyal customers
Need to identify and understand various favorable, unique and salient associations that consumers link to particular brands (and categories)
Brand positioning objectives
Creating a unique position in the mind of the target group
Differentiating the brand from competitors
setting points of differentiation while keeping points of pairity
brand extention
when a brand extends their product line but remains reputable as it transfers impressions along the associative network
Cobranding/brand extentions/endorsements is a 2 way street
Transfer of associations from the original brand schema to te new product
Transfer of associations from the new branded product to the original brand schema
pay attention to
fit (can dilute the brand image)
Uniqueness
salience
how to fight negative brand association
do not focus on:
undoing/deleting negative association
you will make it stronger
Focus on:
strengthening other positive associations
Creating new associations
changing meaning of negative association
how to fight negative brand association
do not focus on:
undoing/deleting negative association
you will make it stronger
Focus on:
strengthening other positive associations
Creating new associations
changing meaning of negative association
