Sources of consumer knowledge can be classified along two major dimensions
Personal versus Impersonal
: Whether or not the knowledge source is
another human being
(2) Business-controlled versus
Non-business-controlled
: Whether or not the knowledge source
originates from the business community
Consumers have more faith in knowledge sourc
Chapter4. Knowledge and Understanding
Part 1. Knowledge Content
1. Schema & Association
Schema는 어떠한 제품이나 브랜드를 연상하면 떠올릴 수 있는 다양한 정보들의 집합을 말한다. 마인드맵과 비슷한 개념으로, 각각의 정보들 사이를 잇는 연관관계는 ‘연상’ 즉 association이라고 한다. 예를 들어, ‘애플’이라는 브랜
consumer perceptions of store locations and shopping areas are more important than actual location.
Ease of parking in the area, quality of merchandise offered by area stores, checkout procedures, display and presentation of mercandise, and ease of driving to an area.
(5) Sales personnel
* Knowledgeable and helpful salespeople are still
important when choosing a store shopping c
knowledge, relevance and differentiation aspects are guaranteed, The Coffee Bean & Tea leaf can create consumer loyalty.
- Communication
The weakest point of The Coffee Bean & Tea leaf is the lack of brand awareness. Through active communication with customers, the company will be able to promote its sales.
• Use Mass Media, Social Network Service, etc. Many people are intent on such se
information is consistent with previously
acquired knowledge or attitudes
- We Motivated to process messages that are moderately
inconsistent with our existing knowledge or attitudes
Less Motivated
Motivation also affects
how we process information and make decisions
Pay careful attention
Think about it
attempt to understand
or comprehend goal-relevent
information