Mar-3503 Lecture Notes - Lecture 3: Jennifer Aaker, Soft Drink, Laundry Detergent
Document Summary
Cons ume r be ha vior note s 3. Knowle dge a nd unde rs ta nding. Knowle dge conte nt - informa l we a lre a dy ha ve in me mory. Knowle dge s tructure - the wa y we orga nize knowle dge. Exa mple : de te rge nt ca te gorie s : powde r, liquid, with ble a ch, s ce nte d. Knowle dge conte nt (things we ha ve le a rne d in the pa s t) S che ma : a s e t of a s s ocia tions linke d to a concept . S che ma s a nd as s ocia tions > dime ns ions. Type s of a s s ocia tions (ba na na ) S a lie nce - e a s e with which s ome thing come s to mind. Type s of s che ma s.
