Marketing Chapter 4 Stored Episodic Memory Receive Something Halo And Tend Preferred Consumers Episodic Memories

Unlock access to all the studying documents.

View Full Document

stored in episodic memory receive something of a halo and tend to be preferred by consumers.

Episodic memories and scripts both can include knowledge necessary for consumers to use

products.

F. Social Schemata

A social schema (or social stereotype) is the cognitive representation that gives a specific

type of person meaning. A stereotype captures the role expectations of a person of a specific

type. Consumers generally like when a service provider matches an existing stereotype.

Consumers are comforted by a surgeon who looks and acts like a surgeon. In fact, a service

provider who does not fit the social schema for that category can alter behavior. A social

schema can be based on practically any characteristic that can describe a person, including

occupation, age, sex, ethnicity, religion, and even product ownership.

Q: Students could be asked to relate an episodic memory in their life with reference to

a brand or a product.

Video material for this chapter can be found on page 24 of the IM.

End of Chapter Material

Discussion Questions

(*) Indicates material on prep cards.

1. What is comprehension? What are the three categories of factors that affect consumer

comprehension? Provide an example of each.

2. *Are traditional product warning labels effective? What are some reasons why they are not

effective? Do you believe adding pictures to cigarette warning labels will make them more

effective?

3. List physical characteristics that can influence the comprehension of a message.

4. *Consider the atmosphere created by a specialty fashion merchandiser like Lucky stores

(or Anthropologie, Restoration Hardware, etc.). Define figure and ground, and describe its

effects in the context of a shopping environment.

5. What are the characteristics of a spokesperson that influence comprehension? Do these

apply equally to human and animated characters?

6. What message receiver characteristics affect comprehension of a message?

7. What is habituation, and what does the concept of adaptation level have to do with it? How

does it tie to framing?

11. What does it mean to say “I remember” something? How does that differ from rumination?

12. *Of the four types of mental processes to help remember things discussed in this chapter,

which is the most effective? Does this have any implications for the way you study?

13. What is an associative network? Why do you believe it is sometimes called a semantic

network? Where are the associative networks located?

14. Define the concept of schema. How can it become declarative knowledge?

15. Interview five consumers, and ask them the first five words that come into their minds

when they hear the following words listed below. Use the results to draw a schema that

represents consumer knowledge of each brand.

a. Grey Goose

b. Google

c. iTunes

d. Kodak

e. Heinz

16. Identify any brands in question 15 that represent a category exemplar in your opinion.

17. How do the concepts of social schema and script apply to a consumer’s visit to the dentist?

Explain your choice.

Group Activity

This activity is aimed at researching the schema for a brand. Choose one of the following brands:

Facebook, Motorola, or Red Bull. Have each member of the team go and interview a different

consumer, using free association techniques. Ask the consumer:

“Name the first five things that come into your mind when you hear the name _____.”

After all the interviews are complete, have students discuss the results using terminology from

the chapter. Based on the results, have them show the schema by drawing it on a poster board.

Students are required to give the class a brief presentation that analyzes the meaning of the brand

and the implications of this meaning for its growth.

Answer: Again, there is no answer for this activity. Rather, examine how well the students are

able to actually show a schema and discuss it using terminology such as spreading activation,

category exemplars, strength of association, and so forth.

Assignments

1. Define nostalgia. Find ads or products that evoke nostalgia. What makes certain brands

effective in evoking nostalgia?

2. In Chapter 3, the concept of assimilation–contrast was discussed. What is the relevance of

this theory of categorization in comprehending how consumers accept or reject new brand

extensions (new products sold under an existing brand name)? For instance, if Honda

introduced a laptop, would consumers accept the product?

3. *Prepare a short position statement that describes your agreement or disagreement with the

following statement: “All product safety labels should be presented in multiple languages

(at least the three most common languages in the area) and without the use of colors.”

4. Approach a few consumers that you know, and ask them if they know what a torrent is and

what it is used for. If you are unfamiliar with this term, search for a torrent site on the

Internet to find out what it is. How do new product concepts come to be defined? Are there

times when the script associated with using a particular product might include questionable

ethical associations? Is the use of a torrent unethical?

BUSPROG: Reflective Thinking

DISC: Customer | Strategy

LO: 4-5

Topic: A-head: Product and Brand Schemas

Bloom’s: Evaluation

Difficulty: Challenging

Chapter Video Summary

To view the video case on Cold Stone Creamery, access the Chapter 4 Media Quiz in CB8

Online (create a course at login.cengage.com).

Cold Stone Creamery

Cold Stone Creamery has a mission to create the ultimate ice cream experience. Success at Cold

Stone begins with the official goal of making people happy, and employees deliver bliss to

customers in the form of delectable ice cream and toppings. But careful planning and goal setting

Ask Your Students

1. During one’s experience at Cold Stone Creamery, what type of memory is drawn on?

2. How does Cold Stone Creamery cater to different ethnic groups?

CB Scenario Video

A menu is displayed for customers at a restaurant. The menu provides a list of the available

dishes and their prices. A group of consumers places an order. The chef prepares lobsters in the

kitchen. Restaurant customers are served meals in an outdoor setting.

Ask Your Students

1. How can the restaurant shown in the video activate a customer’s script?

2. In the context of the lobster shown in the video, explain the concept of exemplars.