台大消费者行为06 knowledge.pptxVIP

Consumer Knowledge04/101 OutlineTypes of Consumer KnowledgeSources of Consumer KnowledgeThe Benefits of Understanding Consumer Knowledge 04/102 Types of Consumer KnowledgeKnowledge of the product’s existenceKnowledge of the product’s attributes and associationsPurchase knowledgeConsumption and usage knowledgePersuasion knowledge04/103 Knowledge of the Product’s ExistenceGaining awareness among consumersAssessing awareness:Top-of-the-mind awareness (TOMA): how many brands can be recalled from memoryRecognition: id