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Consumer Behavior > Session 13: Categorization > Flashcards

Session 13: Categorization Flashcards

1
Q

Preferred Hotels & Resorts

A

Categorized by:
Region
Experience
Collection

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2
Q

Two Smart Watch Strategies

A

LG G watch & Samsung Gear S

  • both have different niche markets
  • LG is upgrading as if it was a regular watch
  • Samsung is upgrading the experience
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3
Q

Schemas

A

Beliefs about and knowledge linked to a concept (brand, product, people, etc.)

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4
Q

Image

A

A subset of salient and feeling-related associations stored in a brand schema

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5
Q

Haagen- Dazs Developing schemas and images

A
  • All-natural ice cream - uses bees, pear, flowers, and cherries
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6
Q

Chobani Developing schemas and images

A

More than just a snack

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7
Q

Brand personality

A

The set of associations that reflect the personification of the brand.

Like human personality, it’s distinctive and enduring

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8
Q

Brand personality: I’m a Mac, I’m a PC

A
  • Depicts that Mac is outdated and can easily contract viruses
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9
Q

Brand personality: siri vs amazon echo

A

Siri: much more sarcastic and straight forward
Alexa: Kind and nice

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10
Q

Brand personality: Exciting Brands (youthful, energetic)

A
  1. Virgin Atlantic
  2. Aloft Hotel
  3. MTV
  4. Yahoo!
  5. Mountain Dew
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11
Q

Brand personality: Sincere Brands (warm, nurturing)

A
  1. Singapore Airlines
  2. Ritz-Carlton
  3. Hallmark
  4. Ford
  5. Coca-Cola
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12
Q

What is the difference between sincere and warm brands vs exciting brands?

A

Sincere and warn brands will garner relationship advantages (e.g., Deepened over time; relationship strength)
vs.
Exciting brands are attractive and attention-grabbing (but like short-lived flings)

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13
Q

Transgressions with sincere and warm brands vs exciting brands?

A

Relationships with sincere brands suffered in the wake of transgressions

whereas relationships with exciting brands surprisingly showed signs of re invigoration after such transgressions

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14
Q

Brand personality: Modern hotels

A

Modern hotel names are often short, vague, and misspelled

e.g., jaz in the city, moxy hotels, vib, tune

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15
Q

Brand story/biography

A
  • Build brands on rich brand story/brand biography (sort of as a person, how they were born, grew up, and have evolved)
  • Differentiate brands in a personal and meaningful way
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16
Q

Underdog brand biography

A

Focuses on modest beginnings, hopes, struggles, perseverance, and hard work - under armour (Michael Phelps)

17
Q

Brand story/biography - Tory Burch

A
  1. Family
  2. In Full Color
  3. Travel
  4. Arts & Interiors
  5. The unexpected mix - tomboy and feminine
18
Q

Creating schemas, images, personalities, and brand stories:

A
  1. Help brand positioning and differentiation from the competition
  2. Can be also created by brand extensions, licensing, brand alliances, and sponsorship
19
Q

LV Collaboration with Japanese Artist

A

Collaboration brings publicity and personality to the products

20
Q

Where do you expect to find lemon juice in wegmans?

A
  1. Produce
  2. Fish
  3. Alcohol related content
21
Q

Taxonomic Categories

A
  • Similar objects in the same category

- Objects in the categories have same features (based on natural relationships or physical properties/attributes)

22
Q

Beers and diapers?

A

Husbands who are told to purchase diapers also buy beer along the way

23
Q

Coffee peanuts & beer

A

Position relevant to a goal

- In Japan, people pair coffee peanuts and beer together. The beer company decided to launch this pairing

24
Q

Goal-derived categories

A
  • Contain things relevant to a goal
  • Focus on consumer need rather than product form
  • We use rules/experience to create these
25
Q

25,000 Pyramid

A

Goal-derived categories

26
Q

Jamba Juice - Goal Derived cateogries

A

Functional smoothies

Fit N Fruitful Smoothies

27
Q

A goal- or benefit-based categorization vs. attribute- or feature-based categorization leads to

A
  1. A more abstract mindset
  2. A greater perceived assortment similarity
  3. A greater satisfaction with the second choice option when the first choice option is not available
  4. Selection of lower-priced items
28
Q

Re positioning

A

Can use placement to change consumer perceptions

  • Icy Mint Gum - placed in snack or dental section
  • Dried Fruits - placed in produce or snack section
29
Q

Newer Trends in Category Design with Hertz Cars

A
  • Green Collection, Fun Collection, Hertz Prestige Collection

Consumer Behavior (16 decks)

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