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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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Cognitive Processes inConsumer Decision Making cont.
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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Cognitive Processes inConsumer Decision Making cont.
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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Cognitive Processes inConsumer Decision Making cont.
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