台大消费者行为knowledge.pptVIP

* * Consumer Knowledge 04/10 * 第一页，共二十页。 Outline Types of Consumer Knowledge Sources of Consumer Knowledge The Benefits of Understanding Consumer Knowledge 04/10 * 第二页，共二十页。 Types of Consumer Knowledge Knowledge of the product’s existence Knowledge of the product’s attributes and associations Purchase knowledge Consumption and usage knowledge Persuasion knowledge 04/10 * 第三页，共二十页。 Knowledge of the Product’s Existence Gaining awareness among consumers Assessing awareness: Top-of-the-mind awareness (TOMA): how man