Cognition consumer behaviour
- 1. COGNITION: HUMAN – SOPHISTICATED SYSTEM PERFORMS HIGHER MENTAL PROCESSESS : UNDERSTANDING PLANNING DECDIDING THINKING SO IT REFERS TO ALL THESE MENTAL PROCESSES, AS WELL AS THOUGHTS AND MEANI G PRODUCE BY COGNITIVE SYSTEM.
- 2. ENVIRONMENT AFFECTIVE SYSTEM COGNITIVE SYSTEM AFFECTIVE RESPONSES COGNITIVE RESPONCES EMOTIONS FEELING MOODS EVALUATION KNOWLEDGE MEANING BELIEFS
- 3. LETS SEE HOW ARE 2 INTERRELATED: YOU PRODUCE A STIMULI:::::: MY FIRST AFFECTIVE RESPONSE WILL BE GENERATED::::WHICH IN TURN CAN BE INTERPRETED BY COGNITIVE SYSTEM. Example: ‘ I WONDER WHY I FEEL SO HAPPY’ EXAMPLE 2: I DON`T LIKE THIS INSURANCE AGENT BECAUSE HE DONOT POSSESS GOOD KNOWLEDGE OF INVESTMENTS.
- 4. EXAMPLE 2: I DON`T LIKE THIS INSURANCE AGENT BECAUSE HE DONOT POSSESS GOOD KNOWLEDGE OF INVESTMENTS. NOW AFTER YOU KNOW THAT THIS INSURANCE AGENT DONOT POSSESS GOOD INVESTMENT KNOWLEDGE YOU WILL TAKE DECISION: MEANING YOUR COGNITIVE INTERPRETATION LED TO YOUR DECISION MAKING. “ I WON`T BUY INSURANCE FROM THIS PERSON” STIMULI—AFFECTIVE COGNITIVE: INTERPRETATION DECISION MAKING.
- 5. PURCHASE BEHAVIOUR IS COMPLEX FUNCTION OF:::::::::::::
- 6. AFFECTIVE AND COGNITIVE AFFECTIVE: SOMETHING PEOPLE FEEL. I AM ANGRY RAHUL IS IN GOOD MOOD ROHIT FFELS BORED ALL ABOVE FELT IN THE BODY CONGNITIVE: PEOPLE HAVE THOUGHTS AND BELIEFS( ALL MENTAL PROCESSES) - YOUR MOTHER BELIVES DIET PEPSI IS NOT FATTENING: ALL ABOVE NOT FELT IN THE BODY
- 7. AFFECTIVE SYSTEM: IS LARGELY REACTIVE, THIS SYSTEM RESPONDS IMMEDIATELY AND AUTOMATICALLY: YOUR ATTRACTIVE. TOWARDS COLOR A PERSON HAVE LITTLE DIRECT CONTROL OVER THEIR AFFECTIVE RESPONCES.
- 8. 5 BASIC CHARACTERISTIC OF AFFECTIVE SYSTEM IS LARGELY REACTIVE PEOPLE HAVE LITTLE DIRECT CONTROL OVER THEIR AFFECTIVE RESPONCES. EXAMPLE: YOU ARE INSULTED BY A RUDE SALE CLERK: YOU DO MOVING TO ANOTHER ENVIRONMENT OR COMPLAIN TO MANAGER: THIS WILL DECREASE YOUR NEGETIVE AFFECT YOU FELT.
- 9. CONTINUE……….. 3. RESPONCESES FELT PHYSICALLY IN THE BODY. : “BUTTERFLIES IN YOUR STOMACH” ASSOCIATED WITH EXCITEMENT OF MAKING AN IMPORTANT PURCHASE, A NEW CAR . HOUSE ETC.
- 10. 4. CAN RESPOND TO VIRTUALLY ANY TYPE OF STIMULAS. PHYSICAL OBJECT: I LOVE MY SONY STEREO SYSTEM. I DISLIKE TALKING TO THE SALES PERSON IN THE ELECTRONIC STORE(SOCIAL SITUATION) AFFECTIVE SYSTEM CAN ALSO RESPOND TO THEIR OWN BEHAVIOUR: I ENJOY PLAYING MY STEREO SYSTEM
- 11. CONTINUE…. 5. CONSUMER AFFECTIVE SYSTEM CAN RESPOND TO THOUGHTS PRODUCE BY THEOR COGNITIVE SYSTEM, “ I LIKE TO THINK ABOUT STEREO SYSTEM”
- 12. CONGNITION: ALL MENTAL PROCESSESS. THOUGTS AND MEANING`S PRODUCE BY THE COGNITIVE SYSTEM. LIKE: 1.UNDERSTANING: INTERPRETING Or DETERMINING THE MEANING OF SPECIFIC ASPEDCTS OF ONE`S OWN ENVIRONMENT. 2. EVALUATING: JUDGING WHETHER AN ASPECT OF THE ENVIRONMENT, OR ONE`S OWN BEHAVIOUR IS GOOD OR BAD., P;OSITIVE , NEGETIVE, FAVOURABLE OR UNFAVOURABLE.
- 13. 3.PLANNING DETERMINGH HOW TO SOLVE PROBLEM TO REACH A GOAL 4.DECIDING COMPARING ALTERNATIVES AND SELECTING THE BEST. 5.THINKING COGNITIVE ACTIVITY THAT OCCURS DURING ALL THESES PROCESSES( THINKING PROCESS OF ALL ABOVE: FUNCTION OF C. SYSTEM: TO INERPRET, MAKE SENCE OF AND UNDERSTANDING SIGNIFICANT ASPECTS OF THEIR PERSONAL EXPERIENCES:
- 14. MARKETING IMPLICATIONS BOTH AFFECT AND COGNITION IMPORTANT FOR UNDERSTANDING C.B. OUR TARGET IS TO PROVIDE SATISFACTON HOW THIS WILL COME: SATISFACTION HAVE BOTH ELEMENTS OF AFFECT(FEELING ,PLEASED, LIKING THE PRODUCT OR SERVICE) AND COGNITION(KNOWING WHY YOU LIKE THE PRODUCT.:
- 15. BRAND IMAGE: EXAMPLE BRAND IMAGE INCLUDES: KNOWLEDGE AND BELIEF(COGNITIVE) ABOUT PRODUCT ATTRIBUTES CONSEQUENCES OF BRAND USE APPROPRIATE CONSUMPTION SITUATIONS AS WELL AS FEELING AND EMOTIONS(AFFECTIVE RESPONSES) ASSOCIATED WITH THE BRAND.