slides that could be relevant 4

Question 1

Utalitarian function (functional theory of attitudes)

Answer 1

Releavnt to rewards and punishment

Black goes with everything

Question 2

Ego-defence function (functional theory of attitudes)

Answer 2

Protect ourselves from external threats and internal feelings

black makes me feel less girly

Question 3

Value-expressive function (functional theory of attitudes)

Answer 3

Extress consumers value or self concept

i am goth black is my color

Question 4

Knowledge function (functional theory of attitudes)

Answer 4

Need for order, structure and meaning

Black is a saturated color, saturated colors are my best colors

Question 5

integral affect

Answer 5

Affective responses toward an object, elicited by features of the object

Question 6

conditioning

Answer 6

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

Question 7

when to use comparative advertising

Answer 7

Used by underdog brand superior on one attribute

Products with objectively measurable features

Question 8

When is comparative advertising ineffective

Answer 8

When used by market leaders (creates negative association; harsh, cheap)

Question 9

Two sided messages work by

Answer 9

Increasing credibility

Immunizing against negative claims

Question 10

Two sided messages are effective when

Answer 10

Consumers have negative brand attitude

Negative attribute is already known

Question 11

working memory (receives sensory input)

Answer 11

Capacity +-7 seconds
Duration <30 seconds

Question 12

principles of wroking memory (millers rule)

Answer 12

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

Question 13

principles of long term memory

Answer 13

Unlimited duration, capacity and efficiently organized

Question 14

associative network theory - principles

Answer 14

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)

Question 15

knowledge content: scripts

Answer 15

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

Question 16

Brand image

Answer 16

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

Question 17

Three dimensions that are crucial to building and maintaining strong brands

Answer 17

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)

Question 18

Brand positioning objectives

Answer 18

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

Question 19

brand extention

Answer 19

when a brand extends their product line but remains reputable as it transfers impressions along the associative network

Question 20

Cobranding/brand extentions/endorsements is a 2 way street

Answer 20

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

Question 21

how to fight negative brand association

Answer 21

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

Question 22

how to fight negative brand association

Answer 22

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