Knowledge and Knowledge and CategorizationCategorization

Consumer BehaviorFall 2009Fall 2009

ABILITY

MOTIVATION

OPPORTUNITY

EXPOSURE ATTENTION

PERCEPTION

ATTITUDE FORMATION &

CHANGE

CATEGORIZATION/ COMPREHENSION

MEMORY & RETRIEVAL

Incidental Information

DECISION

Categorization Categorization

Occurs when consumers use their prior Occurs when consumers use their prior knowledge to label, identify, and classify knowledge to label, identify, and classify something newsomething new

Once we have categorized Once we have categorized an object, we know what an object, we know what it is, what it is like, and it is, what it is like, and what it is similar to what it is similar to

Why do we categorize?Why do we categorize? Too much informationToo much information Helps us learnHelps us learn We like to do itWe like to do it We’re good at it!We’re good at it! Not interested in everything, but we want Not interested in everything, but we want

to have an ideato have an idea

How do we categorize?How do we categorize? TaxonomicTaxonomic

Similar objects in same categorySimilar objects in same category Objects in categories have same featuresObjects in categories have same features

Lots of sharing within categoriesLots of sharing within categories Little sharing across categoriesLittle sharing across categories

3 Types3 Types SuperordinateSuperordinate Basic Basic SubordinateSubordinate

Categorical Structure: Illustration

CokePepsi DP SpriteFresca A&W

Beverages

JuicesAlcoholic

Diet Regular Caffeine Free

Caffeine Free Diet

Cherry

Sodas

Vanilla

Diet Coke Diet Vanilla Coke Diet Cherry Coke

Water

What influences our What influences our categories?categories?

How we learn it – sorting studyHow we learn it – sorting study Kids categorize by materialKids categorize by material Adults categorize by usageAdults categorize by usage

What is important to usWhat is important to us If on diet, categorize drinks by dietIf on diet, categorize drinks by diet

What we are toldWhat we are told CultureCulture ExpertiseExpertise

How do you measure How do you measure categories?categories?

Ask consumersAsk consumers Sorting tasksSorting tasks

Cards with brand namesCards with brand names Pictures of productsPictures of products MDSMDS

Drawing of average userDrawing of average user Brand personality descriptionsBrand personality descriptions

SincerityDown to earthHonestWholesomeCheerful

BP

ExcitementExcitingSpirited

ImaginativeUp-to-date

CompetenceReliableHard WorkingIntelligentConfidentSuccessful

SophisticationUpper Class

GlamorousGood Looking

CharmingRuggedness

OutdoorsyMasculine

Tough

Aaker’s 5 Dimensions of Brand Aaker’s 5 Dimensions of Brand PersonalityPersonality

                                                                              

5 Dimensions of Brand 5 Dimensions of Brand PersonalityPersonality

SinceritySincerity Hallmark, Kodak, and even Coke. Hallmark, Kodak, and even Coke.

ExcitementExcitement PepsiPepsi

CompetenceCompetence Hewlett-Packard and the Wall Street Journal Hewlett-Packard and the Wall Street Journal

SophisticationSophistication BMW or Mercedes LexusBMW or Mercedes Lexus

RuggednessRuggedness Nike , MarlboroNike , Marlboro

Let’s play Let’s play OUTBURST!OUTBURST!

Things that flyThings that fly TimeTime KitesKites BirdsBirds BatsBats InsectsInsects AirplanesAirplanes HelicoptersHelicopters Flying SquirrelsFlying Squirrels Paper airplanesPaper airplanes Rockets – spaceshipsRockets – spaceships GlidersGliders Hot Air Balloon Hot Air Balloon

Cosmetics BrandsCosmetics Brands MACMAC MaybellineMaybelline Cover Girl Cover Girl L’OrealL’Oreal LancômeLancôme Estee LauderEstee Lauder ArbonneArbonne CliniqueClinique AvedaAveda AvonAvon Mary KayMary Kay Merle NormanMerle Norman OriginsOrigins

Level of Expertise Level of Expertise

ExpertsExperts – people whose – people whose prior knowledge is well prior knowledge is well developed, in part because they have had a lot of developed, in part because they have had a lot of

experience and familiarity with an object or a task experience and familiarity with an object or a task Differ from novices in several waysDiffer from novices in several ways

Category structure is more developedCategory structure is more developed Have more categories, more associations and a better Have more categories, more associations and a better

understanding understanding Have more subordinate-level categoriesHave more subordinate-level categories

Everything you wanted to Everything you wanted to know about a category and know about a category and more……more……

Graded membersGraded members Some members represent category better than Some members represent category better than

othersothers PrototypePrototype

Best example of a category Best example of a category Most easily recalledMost easily recalled Standard of comparison for categoryStandard of comparison for category

So, what did we learn from So, what did we learn from playing Outburst?playing Outburst?

Categories have graded structureCategories have graded structure

Prototype = best example of a categoryPrototype = best example of a category

Novices and experts have different category Novices and experts have different category structuresstructures

Another type of category….Another type of category….

Goal-Derived (or Ad Hoc)Goal-Derived (or Ad Hoc) Contain things we perceive as relevant to a Contain things we perceive as relevant to a

goalgoal We use rules/experience to create theseWe use rules/experience to create these Examples:Examples:

Things to do on a Friday nightThings to do on a Friday night Things you eat on dietThings you eat on diet

$25,000 Pyramid$25,000 Pyramid One person will give clues, the others will One person will give clues, the others will

guess the category guess the category Example: If category = “things you’d take on Example: If category = “things you’d take on

a camping trip”, clue giver might say:a camping trip”, clue giver might say: Sleeping bagSleeping bag Bug sprayBug spray FlashlightFlashlight TentTent MarshmallowsMarshmallows

Rules for Clue GiversRules for Clue Givers The following are not allowed:The following are not allowed:

Using hand gestures Using hand gestures Saying a key part of the answer (e.g. "a Saying a key part of the answer (e.g. "a buildbuilding" ing"

for "Things You Build") for "Things You Build") Using synonyms (e.g. clueing "Things That Are Using synonyms (e.g. clueing "Things That Are

Attractive" with "a beautiful woman") Attractive" with "a beautiful woman") Listing items that do not fit the category at all (e.g. Listing items that do not fit the category at all (e.g.

"Benjamin Franklin" for U.S. Presidents) "Benjamin Franklin" for U.S. Presidents)

Guessers, shut your eyes…Guessers, shut your eyes… Round #1 - Things in a medicine cabinetRound #1 - Things in a medicine cabinet Round #2 - Excuses for not doing homeworkRound #2 - Excuses for not doing homework Round # 4 (if time) – Things a dentist would Round # 4 (if time) – Things a dentist would

saysay

Conclusion: categories have graded structure and they are malleable too, which is good for marketers!!!

Marketing Implications:Marketing Implications:

First Mover AdvantageFirst Mover Advantage Allows you to be the prototypeAllows you to be the prototype Easier recall increases salesEasier recall increases sales

Consideration SetsConsideration Sets Why is this important?Why is this important?

MemoryMemory Point of purchasePoint of purchase Brand AwarenessBrand Awareness

Marketing Implications:Marketing Implications:

PositioningPositioning Position close to prototype – “me too” brandsPosition close to prototype – “me too” brands Position away from prototype – 7-UpPosition away from prototype – 7-Up Position relevant to goal – Special KPosition relevant to goal – Special K

RepositioningRepositioning Baking soda (deodorant, refrigerator freshener)Baking soda (deodorant, refrigerator freshener)

Takeaway… Takeaway…

Consumers’ knowledge structures Consumers’ knowledge structures impactimpact

perceptions of perceptions of products and servicesproducts and services