Chapter 4-Applications of the Cognitive Schema Concept in Understanding How Consumers React to Products, Brands, and Marketing Agents

Schema

is a portion of an associative network that represents a specific entity and thereby provides it with meaning.

Schema

is where consumers' knowledge for a brand or a product is contained.

When consumers encounter new products or brands,

they react to them by comparing them to the existing schema.

A script is

a schema representing an event.

A social schema is

also known as social stereotype.

A social schema can be based on

any characteristic that describes a person, including occupation, age, sex, ethnicity, religion, and even product ownership.

Brands associated with positive events

are stored in episodic memory and preferred by consumers.

A service provider who does not fit the social schema for that category

can alter behavior.

Exemplars

can differ from one person to another person based on their unique experiences.

A stereotype

captures the role expectations of a person of a specific type.

Past events are

episodes.

Prototypes

evoke a specific person or object that best represents that category.

Exemplar Theory suggests that

individuals make category judgments by comparing new stimuli with instances already stored in memory such as "bird example."

Many consumers will try to

match the characteristics associated with a desired type.

Prototype Theory suggests that

some members of a category are more central than others such as "chair example."

To "demarket" a product can be implemented by

stigmatizing consumption with a negative stereotype.

Social stereotype refers to

the cognitive representation that gives a specific type of person a meaning.

Social identity refers to

the idea that individual identity is defined in part by the groups to which one belongs.

Episodic memory refers to

the memory for past events in one's life.

Consumer generally like

when a service provider matches an existing stereotype.