|
Purposes of the study
The purposes of this study are 1) to identify the relationship between the image differentiation positioning
strategy of the airline and the schematic process (
Schema plus tag model
and
Subtyping model
), and 2) to assess how
the schematic process influences customers’ attitude and behavior after processing Schema plus tag model and
Subtyping model in cognitive approach.
LITERATURE REVIEW
Positioning Strategy
Engel and Blackwell (1982) defined positioning strategy as customers’ mental image of products by
locating continuous recognition structure, comprehending the recognition structure, and setting the position
approach in compliance with the level. Positioning is a combination of various images (Park & Hastie, 1987) and a
technique of advertising strategy and product differentiation for segmenting markets by making strategic decisions
(Haahti, 1986). Assael (1998) suggested that positioning strategy is one activity of marketing for developing
superior image to competitors.
At the first time, Wind (1978) substantiated several categories to build positioning strategy used when a
park was constructed in Los Angeles by using perceptual map. Kotler and Armstrong (2004) developed Wind
(1978)’s study and categorized into positioning on specific product features, positioning on benefits, problem
solution, or need, positioning for specific usage occasions, positioning for user category, positioning against another
product, and positioning by product-class dissociation. There are a variety of studies about positioning categories.
Day, Shocker and Srivastava (1979) stated that positioning is composed of product-markets, so that categorized
products differentiated positioning and market differentiated positioning. Walker, Orville, Harper, and Larreche
(1998) and Kardes (2002) proposed that positioning is divided into attribute positioning, convenience positioning,
quality/price positioning, user positioning, and use condition positioning, and product category positioning. Aaker
and Myers (1982) and Aaker and Shansby (1982) classified product characteristics or usage of clients’ benefit,
positioning of price-quality, positioning of usage and application, positioning of product user, positioning of product
class, positioning of cultural symbols, and positioning of competitors as components of positioning. Lee (2004)
categorized consumer positioning, competitive positioning, and repositioning. In detail, consumer positioning is
composed of attribute & convenience positioning, image positioning, and use condition positioning. As stated
above, researchers categorize characteristics, market, user and differentiated attributes about positioning according
to their own standards.
Schema Theory
Bartlett (1932) studied and mentioned schema for the first time in his book, Remembering. According to
his book, schema is the process of cognitive psychology. Piaget (1936; 1952) defined schema as a perceptible
structure of mind like human’s body, and a way of expressing human beings’ mind. Schimidt (1975) stated that
schema is a theory of saving, presenting, and controlling previous experience. That is, schema theory involves
information codified to memory, and then thought is established as a group of models. Schema is also a packet of
saved information in memory that expresses general knowledge on an object, condition, case, or behavior (Cohen,
Kiss, & Le Voi, 1993). Schema is defined as having an effect on emotion and behavior, and organizing thought and
cognition as cognitive structures (Dattilio, 2005). Depending on several researchers’ studies, schema is script, fames,
conceptual map, knowledge structure etc.; however, the common definition of schema is the cognitive structure
organizing information in the memory process of human beings. Schema theory was first developed by psychology
scholars and then extended to other social science fields (Anderson, 1980; Sherwood & Lee, 2003; Stopa & Waters,
2005). Schema theory is based on the assumption that experience is grasped, memorized, and used (Stopa & Waters,
2005). People tend to process information about occasions and knowledge through schema (Nishida, 1999). The
process of schema involves recognized and remembered exterior information (Hwang, 1993), and the understanding
process of message is an interaction between users’ background and carried information. Schema theory can be used
to analyze the cognitive structure of human beings, and to examine process and course of information in more detail.
Studies in terms of a human being’s behavior and cognition have an effect on marketing communication (Jeon &
Choi, 2000).
Do'stlaringiz bilan baham: |
