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Introduction to Affectand Cognition

Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Chapter 3

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Components of the Wheel of ConsumerAnalysis

Internal

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3-3

Affect and Cognition as PsychologicalResponses

Two types of mental responses to stimuli and events

in the consumer environment

Affect

Feeling responses Cognition

Mental (thinking) responses

Types or levels of affective responses The types of affect differ in the level of bodily

arousal or intensity with which they are

experienced

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Affect and Cognition as PsychologicalResponses cont.

Types of affective

responses

Emotions

Specific feelings

Moods

Evaluations

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Affect and Cognition as PsychologicalResponses cont.

Types of affective

responses

Emotions

Specific feelings

Moods

Evaluations

Examples:

Fear, anger, joy

Happy about going to lunch

Bored, cheerful

Liking the Los Angeles

Dodgers

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Affect and Cognition as PsychologicalResponses cont.

Types of affective

responses

Emotions

Specific feelings

Moods

Evaluations

Higher levels of

physiological arousal

and activation and

stronger feelings

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Affect and Cognition as PsychologicalResponses cont.

The affective system

Five basic characteristics of theaffective system

Reactive Lack of direct control

Felt physically in the body

Can respond to virtually any

type of stimulus Most affective responses are

learned

Socialization

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Affect and Cognition as PsychologicalResponses cont.

What is cognition?

Understanding

Evaluating

Planning

Deciding

Thinking

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Affect and Cognition as PsychologicalResponses cont.

Relationship between affect

and cognition

Affective and cognitive

systems are highlyinterdependent

Each system can respond

to the output of the other

system Each system can respond

independently to aspects of

the environment

affect cognitioncognition

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Affect and Cognition as PsychologicalResponses cont.

Marketing implications

Both affect and

cognition are important

for understandingconsumer behavior

Affective responses are

especially important for

so-called feelingproducts

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Affect and Cognition as PsychologicalResponses cont.

Metaphors

X is like Y

Communicate both

cognitive andaffective meanings

about a brand or

company

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Cognitive Processes in ConsumerDecision Making

Information-processing models

Used to identify sequence of

cognitive processes

Consumer decision makinginvolves three important cognitive

processes

Interpretation

Integration

Retrieval of product knowledge

from memory

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Exposure to

Environmental Information

Interpretation Processes

Attention, Comprehension

New knowledge, meaning

and beliefs

Integration Processes

Attitudes and intentions

Decision making

Stored knowledge,

meanings, and beliefs

Memory

Behavior

Cognitive

processes

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Cognitive Processes in ConsumerDecision Making cont.

Interpretation processes

Attention

Comprehension

Knowledge, meanings, and beliefs

Integration processes

Combine different types of knowledge to:

Form overall evaluations of products, otherobjects, and behaviors

Choose among alternative behaviors

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Cognitive Processes in ConsumerDecision Making cont.

Product knowledge

Stored knowledge, meanings, and beliefs

Product involvement

Activation of memory

Unconscious thinking

Limited capacity

Automatic processing

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Cognitive Processes in ConsumerDecision Making cont.

Marketing implications

How consumers interpret marketing strategies

Consumer integration processes

Activation of product knowledge

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Knowledge Stored in Memory

Types of knowledge

1. General knowledge of environment andbehaviors

Propositions

Clothing Store is having a Sale

Clothing Store is up for Sale

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Knowledge Stored in Memory cont.

1. General knowledge of environment and

behaviors cont.

Episodic knowledge

Semantic knowledge

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Knowledge Stored in Memory cont.

2. Procedural knowledge about how to do things

Ifthen proposition

If you are

dissatisfied

with the

service

do not leave a tip

If you are

annoyed

by the

advertisements

do notbuy the

product

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Knowledge Stored in Memory cont.

Structures of knowledge

Associative networks

1. Schemas

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Schema Spreading activation

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Knowledge Stored in Memory cont.

Structures of knowledge Associative networks

1. Schemas

2. Scripts

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Knowledge Stored in Memory cont.

Cognitive learning

Direct personal use experience

Vicarious product experiences

Interpret product-related information

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Knowledge Stored in Memory cont.

Results of information interpretation

1. Accretion

2. Tuning

3. Restructuring

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Summary

Affect and cognition

Affective responses: emotions, specific feelings,

moods, and evaluations

Cognitive system and types of meanings The two systems are highly interrelated

Consumer decision making model

General knowledge and procedural knowledge

Two types of knowledge structures: schemas and

scripts