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A Framework for Consumer AnalysisAffect, Cognition and Behaviour

Session 3

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Recap Session 1

Actionable insights for marketing Could be untested assumptions, generalizations theory of marketers that drive action

to marketing persuasion

What do we know about teenagers? How do we learn?

The power of embarrassment

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Recap Session 2 Consumption Roles

Complex nature of consumption There are many diverse consumption phenomena

beyond functional and utilitarian Hedonic Symbolic Impulsive Habits , Rituals, conditioning and buying Inertia Herd behaviour and Imitation , Vicarious consumption Consumers can develop relationships with brands

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Recap Session 2 Contd.

Marketings Influence on Society Consumption is very pervasive and Marketing is a

powerful social force Blurred boundaries between marketing efforts

and the real world What is the influence of marketing on the Society?

Is it all positive? Consumer addictions, materialism

Anti-Consumption Does consumption enhance happiness

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Consumption and society

Marketing is a most potent social force Compulsive consumption Consumer addictions

Consumer objectification Consumerism Consumer activism Anti-consumption

1- 5

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Consumer Behavior

There is no ONE Insight There are many Different people may choose same product for

different reasons Different people may choose different products for

the same reason People are different and their consumption

patterns and preferences are also different Many marketers can be equally successful with

different approaches

Look at differences and Look at similarities

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Consumption Consumption is certainly Utilitarian

Maximizing utility Consumption is an Experience

Process is equally important as the outcome

Consumption is a social process of belonging

Consumption is Classification We are what we consume

Consumption is Play A game

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Affect and Cognition and Behaviour

Types of mental responses to stimuli and eventsin the consumer environment

Affect A state of Mind

ee ng responses Cognition

Mental process Thinking responses

Behavior Overt or Covert

Cognition and Affect : Are they independent?

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Affect

Emotion to Mood Joy, Love, Fear, Guilt, Anger, Warmth, Disgust,

Sadness, Calm, Blue, Boredom, Dislike,

Melanchol Positive and negative Strong or Weak Innate or learned

Mental Biases

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Affect

Largely Reactive Cannot plan and direct

Little direct control over affect

Manage emotions

Often experienced physically Anxiety, adrenalin

Directed towards different stimulus Brands, people, own behaviors, own thoughts

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Cognition

Awareness of Cognition Cognition as information processing

Cognitions of

Social stimuli Symbolic meanings Sensations

Interpretations of behaviors Analysis of affect states

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ABC Model Affect: the way a consumer feels about an

object. Behavior: persons intentions to do

something with regard to an object. Cognition: beliefs a consumer has about an

object.

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Hierarchies of Effects

How do you fall in Love?

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Hierarchies of Effects

Cognition > Affect > Behaviour Cognition > Behaviour > Affect Affect > Behaviour > Cognition

Affect > Cognition > Behaviour Behaviour > Affect > Cognition

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Cognition > Affect > Behaviour

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Cognition > Behaviour > Affect

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Affect > Behaviour > Cognition

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Affect > Cognition > Behaviour

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Behaviour > Affect > Cognition