The Role of Schemas and Scripts in Consumer Behavior

These flashcards cover key concepts related to the role of schemas and scripts in consumer behavior, including definitions, characteristics, and marketing implications.

What are schemas in consumer behavior?

Schemas are mental frameworks that organize and interpret information, helping consumers process, understand, and respond to stimuli.

How do scripts function in consumer behavior?

Scripts are cognitive structures that represent a sequence of events or actions in a particular context, guiding behavior in familiar situations.

What is a product category schema?

A product category schema is a mental representation that helps consumers classify and compare products based on shared characteristics.

What characteristics might the 'smartphone' schema include?

The 'smartphone' schema may include expectations about features like camera quality, screen size, functionality including apps and internet access, and a price range of $200-$1000.

What does the 'Apple' brand schema typically represent?

The 'Apple' brand schema may include associations with innovation, sleek design, user-friendliness, and premium pricing.

How do schemas and scripts impact consumer decision-making?

Schemas and scripts set expectations about product performance and service quality, influencing consumer perceptions and behaviors.

What can cause consumer surprise or disappointment related to schemas?

Deviations from expected norms (like an unexpected free upgrade) can lead to surprise, while poor service can cause disappointment.

How can marketers leverage schemas in advertising?

Marketers can align brand positioning and product design with existing schemas to enhance understanding and acceptance.

What strategies can marketers use to disrupt habitual shopping scripts?

Strategies may include changing store layouts, introducing new product samples, or offering limited-edition flavors to encourage exploration.

Why is it important to understand consumer schemas and scripts?

Understanding schemas and scripts helps brands effectively position products, design customer experiences, and develop impactful marketing communications.