MK220 Lecture Notes - Lecture 1: Information Overload, Semantic Memory, Doritos

• School: Emerson College
• Department: Marketing Communication (MK)
• Course: MK220
• Professor: Naa Amponsah Dodoo

Document Summary

Oct 23th mon (calvinklein ad ) (burger king & (cid:19036) Consideration set (group of brands come to mind when you think about a specific good) Relative brand uncertainty (when consumers are uncertain about which brand is the best, they are more motivated to engage in external search) Evaluation of an object or estimation of likelihood of an outcome or. *imagery: imaging an event in order to make judgement. Mental accounting: mentally designated for specific consumption transactions, goal, or situations ( (cid:19039) (cid:19036)(cid:19035)godiva(cid:19036) Emotional accounting: mental account for saving or spending. Intensity of positive or negative feelings associated with each. Options fall under inept set ( (cid:19039) ), inert set. Deciding which brand to consider (cid:19035)no opinion(cid:19036), and consideration set (cid:19035) (cid:19036) Addition of inferior brands to a consideration set increases the attractiveness of dominant brands ( . Deciding what is important to the choice process) Decision framing (the initial reference point or anchor in the decision.