40472538 Consumer Behaviour and Marketing Strategy Peter Olson Chapter 003

8/3/2019 40472538 Consumer Behaviour and Marketing Strategy Peter Olson Chapter 003

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McGraw-Hill/Irwin Copyright 2008 by The McGraw-Hill Companies, Inc. All rights reserved.


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Introduction to Affectand Cognition

Copyright 2008 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Chapter 3


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The Wheel of Consumer Analysis


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Affect and Cognition as PsychologicalResponses

Affect and cognition- different types ofpsychological responses consumers canhave in consumer environment Affect- feeling responses

Cognition- mental (thinking) responses

Consumers can have both affective and

cognitive responses to any element in theWheel of Consumer Analysis


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Types of Affective Responses


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The Affective System

Basic characteristics of the affective systemare:

The affective system is largely reactive

People have little direct controlover theiraffective responses

Affective responses are felt physicallyin thebody

The system can respond to virtually any type ofstimulus

Most affective responses are learned


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What is Cognition?

Cognition-broadly refer to the thoughts andmeanings produced by the cognitive system,as well as to mental processes such as: Understanding

Evaluating Planning

Deciding

Thinking


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Functions of Cognitive Systems

Major functions of peoples cognitivesystems are: To interpret, make sense of, and understand

significant aspects of their personal experiences

To process these interpretations or meanings incarrying out cognitive tasks


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Types of Meanings Created by theCognitive System


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Relationship between the Affective andCognitive Systems

Differing views among researchers Affective and cognitive systems areindependent

Affect is largely influenced by the cognitive

system Affect is the dominant system

Affective and cognitive systems are highlyinterdependent


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Relationship between the Affective andCognitive Systems cont.


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Affect and Cognition-MarketingImplications

Both affect and cognition are important forunderstanding consumer behavior

Affective responses are especially important

for so-called feeling products


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Using Metaphors to Communicate Affectiveand Cognitive Meaning

Metaphors: Represent one thing in terms of something else

Can communicate both cognitive and affectivemeanings (thoughts and feelings) about a brandor a company

Are critical components of effective marketingstrategies


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Consumer Decision Making

Consumer decision making involves threeimportant cognitive processes: Interpretationofrelevant information in the

environment

Combining or integratingthis knowledge Retrieving product knowledge from memoryto

use in integration and interpretation processes


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Cognitive Processes inConsumer Decision Making


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Cognitive Processes inConsumer Decision Making cont.

Consumer decision making involves twocognitive processes:

Interpretation processes require exposure toinformation and involve two related cognitive

processes: Attention

Comprehension


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Integration processes concern howconsumers combine different types ofknowledge to:

Form overall evaluations of products, other objects,

and behaviors Make choices among alternative behaviors, such as

a purchase


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Product knowledge and involvement Concern the various types of knowledge,

meanings, and beliefs about products that arestored in consumers memories

Product involvement

Consumers knowledge about the personal

relevance of the products in their lives


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Influences on interpretation and integration: Product knowledge

Meanings

Beliefs in memory

Additional characteristics of the cognitivesystem: Activationis automatic and largely unconscious

Operations are unconscious

Consumers have little control overspreadingactivation

It has limited capacity

Develops automatic processing


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Consumer Decision Making-Marketing

Implications

Need to understand how consumersinterpret marketing strategies

Consumer integration processes critical

Activation of product knowledge


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Knowledge Stored in Memory

Types of knowledge General knowledge of environment and

behaviors concerns peoples interpretations of

relevant information in their environments

It is stored in memory as propositions

It is either episodicor semantic

Procedural knowledge about how to do things

It is stored in memory as a special type ofif . . . then

. . .proposition that links a concept or an event withan appropriate behavior


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General Knowledge


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Procedural Knowledge


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Structures of Knowledge

General and procedural knowledge isorganized to form structures of knowledge inmemory

Cognitive systems create associativenetworks that organize and link many typesof knowledge together

Part of the knowledge structure may beactivated on certain occasions


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Types of Knowledge Structures

Two types of knowledge structures: Schemas contain mostly episodic and semantic

general knowledge

Scripts are organized networks of procedural

knowledge Each is an associated network of linked

meanings

Both can be activated in decision-makingsituations, and they can influence cognitiveprocesses

An Associative Network of


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An Associative Network ofKnowledge or Schema

Graphic Representation of Eating at


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Graphic Representation of Eating ata Fast-Food Restaurant

Hypothetical Script of Appropriate


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Hypothetical Script of AppropriateProcedures for Dining

T f K l d St t


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Types of Knowledge Structures-

Marketing Implications

To understand consumers behavior,marketers need to know the productknowledge consumers have acquired andstored in memory

Marketers may need information on:

Contents of consumers product schemas or

shopping scripts

Types of knowledge likely to be activated byparticular marketing strategies


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Cognitive Learning

Cognitive learning occurs when peopleinterpret information in the environment andcreate new knowledge or meaning

This can occur in three ways:

Direct personal use experience

Vicarious product experiences

Interpret product-related information


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Three Types of Cognitive Learning


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Types of Cognitive Learning

Interpreting information about products andservices can result in three types or levels ofcognitive learning:

Accretion

Tuning Restructuring

Cognitive Learning


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Cognitive Learning-

Marketing Implications

Marketers often: Present simple informational claims about their

products

Hope that consumers will accurately interpret

the information and add this knowledge to theirknowledge structures

Marketers may:

Sometimes try to stimulate consumers to tunetheir knowledge structures

Rarely encourage consumers to restructure

their knowledge


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Summary

Important internal factors of affect and cognitionand the affective and cognitive systems wereintroduced

Identified four types of affective responses

Described the cognitive system and the varioustypes of meanings it constructs

Emphasized that the two systems are highly

interrelated and the respective outputs of each canelicit responses from the other

Presented a model of the cognitive processinvolved in consumer decision making


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Summary cont.

Discussed the content and organization ofknowledge as associate networks orknowledge structures

Described how meaning concepts are linkedtogether to form propositions andproductions that represent generalknowledge and procedural knowledge

Described two types of knowledgestructuresschemas and scripts

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40472538 Consumer Behaviour and Marketing Strategy Peter Olson Chapter 003

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