Schema theory in consumer behavior

What is it about?

This paper reviews the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products and brands.

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Why is it important?

This is the first systematic review of the notion of schemata in consumer behavior. It thoroughly describes how schema theory from psychology has been applied in marketing research to describe the organization of market knowledge and illustrates how it may function as an analytical tool.