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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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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 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
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