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
construal
Identity : Want express and argue self-opinion in group,
don’t give up self-opinion in opinion crash
Uniqueness : Act like unique people, want group’s evaluate “this man is unique”
Independency : Don’t want rely on group or other people. Want act Independent
Interdependence Self-construal
Group-balance : have responsibility to group, but don’t want
Abstract
This paper presents the hypothesis that low-cognitive investment increases status quo bias which promotes political conservatism. It is an attempt to explain the situational determinants of political attitudes based on the hypothesis. In psychology there have been many researches on the socio-cognitive variables and situational factors that decide political conservatism with a construal
construal; Ahluwalia 2008), have been known to impact extension evaluation through their influence on perceptions of fit.As such, our knowledge of other drivers of brand extension evaluations, such as a brand’s cultural symbolism, is relatively limited.
In contrast to the deliberate reasoning involved in the perceived fit or country-of-origin (COO) assessments that might be relevant for cultura