Week 5 + Chapter 4

Question 1

Miller’s rule

Answer 1

working memory can hold 5-9 items (depending on knowledge and arousal)

Question 2

Script meaning

Answer 2

special scheme that represents knowledge of a sequence of actions involved in performing an activity

Question 3

Points of differentiation meaning

Answer 3

how are you better than competitors in industry

Question 4

Points of parity meaning

Answer 4

all points that products in industry share (camera on phone, etc)

Question 5

Objective of brand positioning

Answer 5

First reach minimum industry standards then deliver uniqueness by points of differentiation

Question 6

How to fight negative brand associations

Answer 6

Don’t fight directly by undoing, instead create new positive associations and strengthen already existing positive ones

Question 7

Priming meaning

Answer 7

Increased sensitivity to certain concepts and associations due to prior experience based on implicit memory

Question 8

Brand Personality framework

Answer 8

I) Sincerity (down-to-earth, honest)
II) Excitement (Daring, Up-to-date)
III) Competence (Reliable, Intelligent, succesful)
IV) Sophistication (Upper class, Charming)
V) Ruggedness (Outdoorsy, Tough)

Question 9

Taxonomic categories meaning

Answer 9

How consumes classify a group of objects in memory in an orderly, often hierarchical way, based on their similarity to one another

Question 10

Prototype meaning

Answer 10

The best example of a cognitive (mental) category)

Question 11

Construal-level theory

Answer 11

Describes relationship between psychological distance and how abstract/concrete people’s thinking is

Question 12

Recall meaning

Answer 12

Ability to retriefve info about stimulus without being reexposed to it again