3. intro to affect and cognition
0 likes461 views
This document introduces affect and cognition as they relate to consumer decision making. It discusses how affect refers to feeling responses while cognition refers to thinking responses. Both affect and cognition are important in how consumers interpret and make sense of marketing messages and environmental stimuli. The document also describes different types of consumer knowledge, such as product knowledge and involvement, and how marketing strategies should understand how consumers interpret and process information.
3. intro to affect and cognition
- 1. affect: feeling responses thoughts and meanings mental processes functions: to interpret and make sense of the env process these interpretations or meanings in cognitive tasks cognition: thinking responses meanings: of physical stimuli, social stimuli, affective responses, etc in commercials, emotion can be just as effective as any rational appeal affect and cognition disaggregated: attributes meanings: brand image holistic: total impression information-processing models: sequence of cognitive processes interpretation processes integration processes cognitive processes in consumer decision making product knowledge : various types of 3. Introduction to knowledge, meanings, and beliefs about products affect and cognition product involvement: personal relevance direct personal use exp of a product meaning in consumers' lives vicarious product exp interpretation of product-related information cognitive learning: people interpret marketing implications: understand how accretion: adding know info in the env and create new consumers interpret marketing strategies, tuning: combination of existing knowledge 3 ways to refine it know or meaning eg. reducing a price as reducing the quality restructuring: revision (creation of new meaning structures or reorganization) general knowledge: people's interpretations of relevant information in episodic: (events in your life) their env, stored as links or connections semantic (objects and events in the env) procedural: how to do things, if... then propositions associative networks knowledge structures of knowledge schemas: semantic and episodic general know scripts: networks of procedural know mark implications: know the product knowledge: different meanings of same stimuli, symbolic meaning 3. Introduction to affect and cognition.mmap - 17/11/2010 -