Chapter 3:

Introduction to Affect & Cognition

Consumer Affect
Definition A consumers feelings about stimuli and events. The product of the affective system

Nature of Affective System

Largely reactive
Responds immediately Responds automatically Responses often felt physically in the body

Responds to various stimuli

Responses are often learned

Types of Affective Responses

Type of Level of Intensity or Affective Physiological Strength of Response Arousal Feeling Emotions Specific Feelings Higher arousal and activation Stronger Example of Positive and Negative Affect Joy, love Fear, guilt,anger Warmth, appreciation Disgust, sadness Alert, calm, relaxed Blue, bored Like, good Dislike, bad

Moods

Evaluations

Lower arousal and activation

Weaker

Consumer Cognition
Definition The mental structures and processes involved in thinking, understanding, and interpreting stimuli and events.

3.3b Consumer Cognition

Definition The mental structures and processes involved in thinking, understanding, and interpreting stimuli and events. A major function of cognitive systems is to interpret, make sense of and understand significant aspects of personal experience.

Functions of the Cognitive System

Understanding interpreting, determining meanings

Evaluating generating judgments

Planning problem solving

Deciding choosing among alternatives Thinking the actual cognitive process

The Relationship Between the Affective and Cognitive Systems

Environment

Affective System

Cognitive System

Affective Responses Emotions Feelings Moods

Cognitive Responses Knowledge Meanings Beliefs

Consumer Decision Making Sample of Issues

What product? Where to shop? What shows to watch? How much money to borrow? Which friend to consult?

Three Basic Steps in CDM

Interpret
To create personal knowledge or meaning

Integrate
To combine the interpreted knowledge to judge or decide action

Retrieve product/self knowledge

To achieve the above two tasks

A Model of Consumer Decision Making

Information in the environment Interpretation Exposure,attention, and comprehension Memory Product knowledge and involvement Knowledge, meanings and beliefs Consumer decision making

Integration Attitudes and intentions Behavior

Characteristics of Cognitive System

Activation
Knowledge that comes to mind

Spreading Activation
Triggering of related concepts.

Limited Capacity
Only a portion of knowledge is active at any time.

Accelerated Learning
Routine decisions become less deliberate

Types of Knowledge
General Knowledge Concerns peoples interpretations of relevant information in their environments.

Types of Knowledge
General Knowledge Concerns peoples interpretations of relevant information in their environments. General knowledge is stored in memory as propositions that link or connect two concepts.

Examples of General Knowledge

Example 1:
Nikon cameras are Expensive

Examples of General Knowledge

Example 1:
Nikon cameras are Expensive

Example 2: having a

Clothing store

Sale

Types of Knowledge
Procedural Knowledge

Knowledge that is stored in memory as a production or as knowledge about relationship between situations and behavior.

Types of Knowledge
Procedural Knowledge

Knowledge that is stored in memory as a production.

A production is a special type of if, then proposition that links a concept or event with the resulting appropriate behavior.

Examples of Procedural Knowledge

Example 1:
If you are dissatisfied with the service Do not leave a tip

Examples of Procedural Knowledge

Example 1:
If you are dissatisfied with the service Example 2: If the phone rings when you are busy Do not leave a tip

Do no answer it

Organization of Knowledge
Knowledge structures
Link knowledge about related concepts together
Jordan Hanes

Swoosh

Nike
Peewee Football

Great Style

Costs a ton
Boink! Comfortable

Types of Organized Knowledge

Schemas:
Organized network of general knowledge
E.g., all you know about Nike.

Scripts
Organized routines of behavioral knowledge
E.g., sequence of behaviors in a grocery store.

Cognitive Learning
Occurs when consumers interpret information and create new knowledge or meaning
Via direct product-related experiences Via others product experiences Via product-related information in the media

Changes to Knowledge
Accretion
Slowly and gradually add to existing knowledge

Tuning
Addition of new knowledge to old that creates new meanings

Restructuring
Creation of entirely new knowledge structures or radical revision of existing knowledge.