affect & cognition

8/3/2019 Affect & Cognition

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Introduction to Affect

and Cognition

Presented byGroup 2

Abhinav

AnujJunaidMohit

Pushpendra


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The Wheel of Consumer Analysis


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Affect and Cognition

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

Emotions (Joy, Love, Satisfaction)

Mood ( Relax, Bore, Calm)

Evaluation (Dislike, bad, unfavorable(Like, Good , Favorable)


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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


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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

Cognitive interpretation of physical stimuli The car gives mileage of 18 km/h

The sweater is made up of lambs wool

Cognitive interpretation of social stimuli My friends think pizza hut is best

The salesperson was helpful

Cognitive interpretation of affective response

I feel guilty about not sending sister a birthday card


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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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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 andintegration:

Product knowledge

Meanings Beliefs in memory


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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 periodicor 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

A A i ti N t k f


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An Associative Network ofKnowledge

G hi R t ti f E ti t


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Graphic Representation of Eating ata Fast-Food Restaurant

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 knowledge or

shopping scripts


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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

Indirect 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 consumers try to acquire new knowledge,

beliefs about product through various experience. Tuning Consumer forms an overall summarized

meaning of the product

Restructuring Restructure the entire knowledge about

product through experience

Cogniti e Le rning


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Cognitive Learning-

Marketing Implications

Marketers often: Present simple informational claims about their

products

Hope that consumers will accurately interpretthe information and add this knowledge to theirknowledge structures

Sometimes try to encourage consumers to tune

their knowledge structures


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Thank You

affect & cognition

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