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Transcript of 301 Chap 03
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Introduction to Affectand Cognition
Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Chapter 3
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Components of the Wheel of ConsumerAnalysis
Internal
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3-3
Affect and Cognition as PsychologicalResponses
Two types of mental responses to stimuli and events
in the consumer environment
Affect
Feeling responses Cognition
Mental (thinking) responses
Types or levels of affective responses The types of affect differ in the level of bodily
arousal or intensity with which they are
experienced
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3-4
Affect and Cognition as PsychologicalResponses cont.
Types of affective
responses
Emotions
Specific feelings
Moods
Evaluations
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3-5
Affect and Cognition as PsychologicalResponses cont.
Types of affective
responses
Emotions
Specific feelings
Moods
Evaluations
Examples:
Fear, anger, joy
Happy about going to lunch
Bored, cheerful
Liking the Los Angeles
Dodgers
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Affect and Cognition as PsychologicalResponses cont.
Types of affective
responses
Emotions
Specific feelings
Moods
Evaluations
Higher levels of
physiological arousal
and activation and
stronger feelings
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Affect and Cognition as PsychologicalResponses cont.
The affective system
Five basic characteristics of theaffective system
Reactive Lack of direct control
Felt physically in the body
Can respond to virtually any
type of stimulus Most affective responses are
learned
Socialization
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Affect and Cognition as PsychologicalResponses cont.
What is cognition?
Understanding
Evaluating
Planning
Deciding
Thinking
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Affect and Cognition as PsychologicalResponses cont.
Relationship between affect
and cognition
Affective and cognitive
systems are highlyinterdependent
Each system can respond
to the output of the other
system Each system can respond
independently to aspects of
the environment
affect cognitioncognition
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Affect and Cognition as PsychologicalResponses cont.
Marketing implications
Both affect and
cognition are important
for understandingconsumer behavior
Affective responses are
especially important for
so-called feelingproducts
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Affect and Cognition as PsychologicalResponses cont.
Metaphors
X is like Y
Communicate both
cognitive andaffective meanings
about a brand or
company
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Cognitive Processes in ConsumerDecision Making
Information-processing models
Used to identify sequence of
cognitive processes
Consumer decision makinginvolves three important cognitive
processes
Interpretation
Integration
Retrieval of product knowledge
from memory
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Exposure to
Environmental Information
Interpretation Processes
Attention, Comprehension
New knowledge, meaning
and beliefs
Integration Processes
Attitudes and intentions
Decision making
Stored knowledge,
meanings, and beliefs
Memory
Behavior
Cognitive
processes
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Cognitive Processes in ConsumerDecision Making cont.
Interpretation processes
Attention
Comprehension
Knowledge, meanings, and beliefs
Integration processes
Combine different types of knowledge to:
Form overall evaluations of products, otherobjects, and behaviors
Choose among alternative behaviors
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Cognitive Processes in ConsumerDecision Making cont.
Product knowledge
Stored knowledge, meanings, and beliefs
Product involvement
Activation of memory
Unconscious thinking
Limited capacity
Automatic processing
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Cognitive Processes in ConsumerDecision Making cont.
Marketing implications
How consumers interpret marketing strategies
Consumer integration processes
Activation of product knowledge
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Knowledge Stored in Memory
Types of knowledge
1. General knowledge of environment andbehaviors
Propositions
Clothing Store is having a Sale
Clothing Store is up for Sale
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Knowledge Stored in Memory cont.
1. General knowledge of environment and
behaviors cont.
Episodic knowledge
Semantic knowledge
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Knowledge Stored in Memory cont.
2. Procedural knowledge about how to do things
Ifthen proposition
If you are
dissatisfied
with the
service
do not leave a tip
If you are
annoyed
by the
advertisements
do notbuy the
product
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Knowledge Stored in Memory cont.
Structures of knowledge
Associative networks
1. Schemas
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Schema Spreading activation
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Knowledge Stored in Memory cont.
Structures of knowledge Associative networks
1. Schemas
2. Scripts
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Knowledge Stored in Memory cont.
Cognitive learning
Direct personal use experience
Vicarious product experiences
Interpret product-related information
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Knowledge Stored in Memory cont.
Results of information interpretation
1. Accretion
2. Tuning
3. Restructuring
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Summary
Affect and cognition
Affective responses: emotions, specific feelings,
moods, and evaluations
Cognitive system and types of meanings The two systems are highly interrelated
Consumer decision making model
General knowledge and procedural knowledge
Two types of knowledge structures: schemas and
scripts