Test 2

Question 1

The 2 different levels of product knowledge

Answer 1

Accretion process and tuning
These can turn into more abstract concept called handling: It is more abstract because it includes more less abstract meanings

Question 2

4 levels of product knowledge

Answer 2

1. Product class
2. Product form
3. Brands
4. Model/features

Question 3

Which product level is most important to marketers

Answer 3

Brand

Question 4

3 types of product knowledge

Answer 4

1. Attributes or characteristics of products
2. Positive consequences or benefits of using products
3. The values the product helps consumers to satisfy or achieve

Question 5

How do consumers think about brands?

Answer 5

They think about product and brands as bundles of attributes (Marketers need to know which attributes are most important, what they mean and how they use this knowledge in cognitive processes)

Question 6

What are the 2 types of product attributes?

Answer 6

1. Concrete attributes: Tangible, physical characteristics (Legroom in a car)
2. Abstract attributes: Subjective, intangible characteristics (Quality/warmth of a blanket)

Question 7

Consumers think about products and brands in terms of consequences. How do you define consequences?

Answer 7

The outcome when a product is purchased and used (ex. with surround sound - service, loud)

Question 8

2 types of consequences

Answer 8

1. Functional consequences: Tangible outcomes of using a product that consumers experience rather directly
2. Psychosocial consequences: Psychological and social outcomes of product use

Question 9

Consumers also see product and brands as bundles of benefits. How do you define benefits?

Answer 9

Benefits is the desirable consequences consumers seek when buying and using products and brands. Ex. car: Fast acceleration.

Question 10

What is benefit segmentation?

Answer 10

Assertion that consumers buy for product consequences rather than the product alone. Ex buy toothpaste to get whiter teeth.

Question 11

What is perceived risks?

And what are the 2 things that influence the perceived risk?

Answer 11

The undesirable consequences consumers wants to avoid

1. Degree of unpleasantness of negative consequences
2. Likelihood that these consequences will occur

Question 12

4 types of risks

Answer 12

1. Physical, ex. side effects with medicine
2. Finansial, ex. sale next week
3. Functional, ex. the coat is not warm enough
4. Psychosocial, ex. confidence in the clothing chose

Question 13

What are values?

And what will cause a positive and negative affect?

Answer 13

Values are people broad life goals.

• Satisfying a value will cause a positive affect
• Blocking a value produces a negative affect

Question 14

Name 3 types of values

Answer 14

1. Instrumental: Ways of behaving with a positive value
2. Terminal: Preffered states of psychosocial staes like wisdom, harmony and self-respect
3. Core: Knowledge about themselves
   All of these are personal consequences people are trying to achieve

Question 15

How to you identify products in the future?

And what does i do?

Answer 15

By using means-end-chains

• It links consumers knowledge about product attributes with their knowledge about consequences and values
• Emphasises the individuality of the consumer

Question 16

4 levels of the means-end-chain

Answer 16

1. Attributes (twin blades)
2. Functional consequences (close shave)
3. Psychological consequences (well groomed)
4. Values (Be attractive)
   Some products have multiple M-E-C and some are incomplete

Question 17

Which level of the means-end-chain uses less abstraction and which uses the most?

Answer 17

Attributes used less abstraction and values uses the most

Question 18

How do you identify consumers M-E-C?

Answer 18

One-on-one interview: Identifying which product attributes are most important to the consumer
Laddering: A process designed to reveal how consumers links product attributes to more abstract consequences and values

Question 19

Define the ZMET interview

Answer 19

It elicit metaphors from the consumers to reveal their deep meaning (both cognitive and affective) about a topic
Steps:
1. Pre-interview instruction 
2. Storytelling 
3. Expand the frame 
4. Sensory images 
5. Vignette 
6. Digital image

Question 20

Define involvement

Answer 20

Consumers perception of importance or personal relevance for an objective

Question 21

Name 2 factors influencing involvement

Answer 21

1. Intrinsic self-relevance: Consumer’s M-E knowledge stored in memory
2. Situational self-relevance: Aspects of the immediate physical/social environment

Question 22

Name some aspects of intrinsic self-relevance

Answer 22

It appears through past experience with a product
Brand switchers have low intrinsic self-relevance
(Can be influenced over long time periods)

Question 23

Name some aspects of situational self-relevance

Answer 23

Activates important consequences and values
Most easily manipulated
(Influenced sales, premiums, pricing, strategies and more)

Question 24

Name 4 market segments

Answer 24

1. Brand loyalist
2. Routine brand buyers
3. Informations seekers
4. Brand switchers

Question 25

What is the relationship between attention, comprehension and memory called?

Answer 25

Reciprocal

Question 26

4 characteristics for the cognitive system

Answer 26

1. Interpretation: Interactions between knowledge in memory and information in the environment. Attention and comprehension is part of this process. 2. Activated knowledge: Influence attention & comprehension process 3. limited capacity: Only few things can be considered at once 4. Attention and comprehension processing occurs automatically: Without much conscious awareness

Question 27

What forms the core of the integration process?

Answer 27

1. Attitudes 2. Intentions 3. Decision making

Question 28

What forms the core of the knowledge process?

Answer 28

1. Meanings | 2. Beliefs

Question 29

What is needed to have to get interpretation?

Answer 29

EXPOSURE: It is not cognitive but it often/always starts the cognitive process

Question 30

How is behaviour and exposure reciprocal?

Answer 30

Behaviour leads to exposure to environmental factors that might create a change to behavior as well as cognition and affect

Question 31

What are the 2 types of exposure?

Answer 31

1. Intentional: Least common and require high involvement | 2. Accidental: Most common

Question 32

When does selective exposure occur?

Answer 32

- Consumers become more adapt at avoiding exposure, ex. junk mail and tv commercials - Consumers does not maintain accidental exposure to marketing information

Question 33

How can marketers enhance the probability of exposure?

Answer 33

- Maximize accidental exposure - Faciliate intentional exposure - Create appropriate level of exposure - Use internet (Latest type of accidental exposure)

Question 34

How accidental exposure works. Name 3 points

Answer 34

- Accidental exposure is associated with preconscious attention - New product: Maximise accidental exposure - The consumers attention to marketing is influenced by their previous cognitive state

Question 35

Name the differences between preconscious attention and focal attention:

Answer 35

Preconscious: - Automatic processing - Little or no cognitive capacity - Familiar, frequent - Low/moderate importance Focal: - Controlled processing - Some cognitive capacity - Unusual, infrequently - High importance - -> Both is activated knowledge from long-term memory

Question 36

3 Factors influencing attention

Answer 36

1. Affective states (emotional states): Low arousal reduces intensity of attention and high arousal focuses consumers attention 2. Involvement: Motivational state guiding stimuli for focal attention and comprehension (determined by M-E-C) 3. Environmental prominence: Most prominent market stimuli are most likely to attract attention.

Question 37

3 factors for intrinsic self-relevance:

Answer 37

- Identify the product consequences and values consumers consider most important (from past experience) - Most lasting form of involvement result from intrinsic self-relevance - Markets must create product/strategies consistent with those self-interests.

Question 38

Name 2 factors for situational self-relevance:

Answer 38

- Temporary association between a product and important self-relevant consequences. - Generates higher levels of involvement and motivation to attend marketing information

Question 39

Interpretation?

Answer 39

Processes by which consumers understand or make sense of their own behaviour

Question 40

Name 4 comprehension characteristics

Answer 40

Automatic or controlled Concrete or absract meanings Few or many meanings Weaker or stronger memories

Question 41

What is inferences?

Answer 41

Interpretations that produce knowledge or beliefs that go beyond the informations given (logisk slutning) - Large role in constructing means-end-chains - Influenced by consumers' existing knowledge in memory - Use cues - Marketers try to stimulate consumers to form inferences during comprehension

Question 42

Name some other factors influencing comprehension?

Answer 42

- Knowledge in memory: Being novice or expert - Involvement: Big influence on motivation - Exposure environment: Can effect opportunity to comprehend marketing information because of time pressure, affective states and distractions.

Question 43

Name the opposite levels of comprehension

Answer 43

Shallow (tangible) and deep (intangible)

Question 44

Name the characteristics of elaboration

Answer 44

Less elaboration (simple): Few meanings and little cognitive attention More elaboration: More control and more cognitive attention Linked to preconscious and focal attention