7&8 - Psychology of Brands Flashcards Preview

PSYC3020 - Applied Psychology > 7&8 - Psychology of Brands > Flashcards

Flashcards in 7&8 - Psychology of Brands Deck (17)
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1
Q

What is a brand?

A

A brand is a category.

Products are elements of the category

2
Q

Why do brands matter?

A
  • They are ubiquitous
  • They influence our economic decisions
  • Influence our perceptions and cognitions (Informational value, categorisation)
3
Q

Describe the three experiments that demonstrate the powerful nature of experiments

A

Peanut Butter Study
- 3 jars of peanut butter with varying ranges of quality. Participants always selected branded peanut butter even if had low quality inside.

Chicken Nugget Study

  • Liked McDonald’s packaging better even though same product inside white bag.
  • Children were tested, so they knew brand already

Coke Vs Pepsi Study
- in fMRI, unlabelled bottle; no change in taste. in Labelled bottle preference for Coke and activity in PFC and hippocampus (memory)

4
Q

What makes us consume a brand?

A

We are aware of the brand

The brand satisfied our psychological needs

5
Q

What is brand awareness?

A

The degree to which you are familiar with a brand

Consists of:

  • recognising the brand
  • correctly associating it with product/service
6
Q

What helps cultivate brand awareness?

A
  • Logos (powerful, represent infinite concepts, quickly perceived, but double-edged sword)
  • Colours (detected easily, effectiveness depends on context)
  • Names (sound symbolism; align sound to brand/product, invoke meaning. Fluency important)
7
Q

Why are logos, colours and names important?

A

Provide marketers with multiple routes to increase brand awareness.
Give brands public visibility
Advertise themselves

8
Q

Overall, how does a brand satisfy our psychological needs?

A

Self-definition, reflection and signalling
Uniqueness
Belonging
Effectance

9
Q

What symbolic meanings to brands possess?

A

Values/purpose

Personality

10
Q

Define brand personality?

A

Set of human characteristics associated with a brand

11
Q

What are the effects of brand personality and describe it as a concept

A

Creates differentiation between brands.

It is stable over time and is influenced by context

12
Q

Aaker’s 5-factor of the self describes brand personality. What are the factors she found?

A
Sincerity
Excitement
Competence
Sophistication
Ruggedness

The first three are human characteristics.
Change across contexts

13
Q

Which needs regarding the self can the symbolic quality of brands help to achieve?

A

Reflecting the self (i buy x because i care about the environment)

Signal the self (i buy x to show others I care)

Define the self (i care about the environment because I bought x)

14
Q

In terms of brands and the self, what changes from 8 to 12 year olds?

A

At age 12, children understand that brands can signal something about the self.

8 year olds treat brands as informational perceptual cues.

15
Q

What is a self-brand connection and how can it be measured?

A

The extent to which a consumer has incorporated a brand into their self-concept

Explicitly; this brand reflects me, I use this brand to communicate who I am

Implicitly; RT assessing associative strength of brand and “me”

16
Q

Why might some brands elicit stronger self-brand connections?

A

Mac users show stronger associations than PC users.
Could be because they’re a minority and therefore relate to the in-group more strongly.

Stronger brand connections with;

  • associated with the in-group
  • congruent personality to us
17
Q

In terms of self-brand connections, what products or brands do we avoid?

A

Something that represents undesired identities of groups.

Men avoid “ladies” steak, Canadians avoid American