cognitive Process of Decision Making

8/18/2019 cognitive Process of Decision Making

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COGNITIVE PROCESS OFCONSUMER DECISION

MAKING

Discussant:

MABEL O. LOPEZ


2/29

BACKGROUND OF THE

MODEL- To explain how the cognitie !"!te#

p$oce!!e! in%o$#ation &a'l () &ete$ an*

(e$$" C) Ol!on hae *eelope* Cognitie

&$oce!! in Con!'#e$ Deci!ion Ma+ing

- Con!'#e$ *eci!ion #a+ing inole!

th$ee i#po$tant cognitie p$oce!!) ,.

inte$p$et ,/. integ$ate ,0. $et$iee


3/29

&RO&O12T2ON OF THE MODEL

Cognitive Process of Consumer Decision Making


4/29

E3&O1URE

4 Expo!'$e to in%o$#ation i!

c$iticall" i#po$tant %o$ con!'#e$!5

inte$p$etation p$oce!!e!)4 T"pe! o% expo!'$e to #a$+eting

in%o$#ation6 purposive or

intentional exposure an* random

or accidental exposure


5/29

ATTENT2ON

4 Attention i#plie! !electiit"

4 Attention al!o connote!

awa$ene!! an* con!cio'!ne!!)

4 Attention al!o !'gge!t!

inten!it" an* a$o'!al


6/29

Facto$! 2n%l'encing Attention

4 A%%ectie 1tate!- Con!'#e$! a%%ectie a$o'!al canin%l'ence attention p$oce!!)

4 2nole#ent- the leel o% inole#ent %elt 7" a

con!'#e$ i! *ete$#ine* 7" the #ean!-en* chain!

actiate* %$o# #e#o$") 2nole#ent i! a

#otiational !tate that g'i*e! the !election o%

!ti#'li %o$ %ocal attention an* co#p$ehen!ion

4 Eni$on#ental &$o#inence- the !ti#'li a!!ociate*with #a$+eting !t$ategie! can al!o in%l'ence

con!'#e$5! attention)


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COM&REHEN12ON4 Co#p$ehen*ing le!! %a#ilia$ !ti#'li '!'all"

$e8'i$e! #o$e con!cio'! tho'ght an* cont$ol

4 Co#p$ehen!ion can a$" along a contin''#

%$o# !hallow to *eep)

4 1hallow co#p$ehen!ion p$o*'ce! #eaning at a

conc$ete9 tangi7le leel)

4 Deep co#p$ehen!ion p$o*'ce! #o$e a7!t$act#eaning that $ep$e!ent le!! tangi7le9 #o$e

!'7:ectie an* !"#7olic concept!)


8/29

ATT2TUDE

4 Attit'*e i! a pe$!on5! oe$all eal'ation o% a

concept)

4 An oe$all eal'ation i! %o$#e* when con!'#e$!

integ$ate +nowle*ge9 #eaning! an* 7elie% a7o't theattit'*e concept)

4 The eal'ation! p$o*'ce* 7" the attit'*e %o$#ation

p$oce!! #a" 7e !to$e* in #e#o$")

4 Attit'*e! can 7e #ea!'$e* !i#pl" an* *i$ectl" 7"

a!+ing con!'#e$! to eal'ate the concept o% inte$e!t)


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Extremely Unfavorable ! " # $ %# %" %! Extremely Favorable

M&Donal'() Fren&* Fr+e)

D+)l+,e Very M-&* ! " # $ %# %" %! .+,e Very M-&*

Very /a' ! " # $ %# %" %! Very Goo'

Mea)-r+n0 Att+t-'e)

Attitudes are measured using “semantic differentials” – rating scales that are

anchored by two opposing descriptions on either side of the scale.


10/29

• Cre)t *a) fl-or+'e• Cre)t +) a11rove' by t*e

Amer+&an Dental A))o&+at+on• Cre)t *a) m+nt flavor • Cre)t &ome) +n a 0el• Cre)t +) ma'e by Pro&ter 2Gamble

• Cre)t *a) a re'3 4*+te3 an'

bl-e 1a&,a0e• Cre)t 1revent) &av+t+e)• Cre)t fre)*en) breat*• Cre)t 0et) teet* &lean

• Cre)t &ome) +n t-be)• Cre)t &ome) +n a 1-m1

&onta+ner • Cre)t +) more ex1en)+ve t*an

)tore bran')• Cre)t +) 4*at my 1arent) -)e• Cre)t *a) a tartar&ontrol

form-la

• Cre)t *a) fl-or+'e• Cre)t *a) m+nt flavor • Cre)t &ome) +n a 0el• Cre)t &ome) +n a 1-m1

&onta+ner

• Cre)t *a) a tartar&ontrolform-la

All bel+ef) abo-t Cre)t Sal+ent bel+ef) abo-tCre)t

Att+t-'e

to4ar'

Cre)t

Sal+ent bel+ef) an' Att+t-'e

• Cre)t *a) fl-or+'e• Cre)t *a) m+nt flavor • Cre)t &ome) +n a 0el• Cre)t &ome) +n a 1-m1

&onta+ner

• Cre)t *a) a tartar&ontrolform-la


11/29


12/29

Come) +n a

1-m1

Get) teet* &lean

I) more ex1en)+ve

t*an )tore bran')

5a) a re'3 4*+te3an' bl-e 1a&,a0e

Fre)*en) breat*

5a) a tartar&ontrol

form-la

5a)

fl-or+'ePrevent)

&av+t+e)

I) ma'e by

Pro&ter 2

Gamble

A11rove' by t*e

Amer+&an DentalA))o&+at+on

I) 4*at my

1arent) -)e

5a) m+nt

flavor

Come) +n a

0el

Cre)t

Come) +n t-be)

No me))

Ta)te) 0oo'

Sal+ent bel+ef) an' Att+t-'e


13/29

Un*e$!tan*ing Attit'*e!

4 Attit'*e! *epen* on two thing!6

; The !t$ength o% !alient 7elie%!

; The eal'ation o% the !alient 7elie%!


14/29

Mea)-r+n0 /el+ef Com1onent

6D+et Pe1)+ *a) no &affe+ne7

6D+et Pe1)+ *a) &ola flavor7

Stron0ly D+)a0ree #8"8!898:8;8#$ Stron0ly A0ree

Stron0ly D+)a0ree #8"8!898:8;8#$ Stron0ly A0ree


15/29

Mea)-r+n0 Eval-at+on Com1onent

6So'a) t*at *ave no &affe+ne7

6So'a) 4+t* &ola flavor7

Very /a' ! " # $ %# %" %! Very Goo'

Very /a' ! " # $ %# %" %! Very Goo'


16/29


17/29


18/29

D+et

Pe1)+

Ao ? 9 Cola flavor

e! ? %#

Caffe+ne

e" ? !

No &alor+e)

e# ? %"

M-lt+attr+b-te Att+t-'e Mo'el

b" ? ;

b# ? ;

b! ? #$


19/29

Attit'*e ; Behaio$ Lin+

4 Doe! a po!itie attit'*e #ean %ao$a7le 7ehaio$)

4 No)

4 Thi! $elation!hip i! exa#ine* in the Theo$"o% Rea!one* Action ; a #o*el o% 7ehaio$that explain! how attit'*e! lin+ to 7ehaio$)


20/29

Att+t-'e

to4ar'P+@@a

5-t

Ao

Fee'ba&,

/el+ef) abo-t

P+@@a 5-t

/e*av+or) to4ar'

P+@@a 5-t• 5a) 1an 1+@@a)• 5a) )-1er )-1reme

1+@@a)• 5a) a )ala' bar

• Serve) beer • I) more ex1en)+ve t*an

Dom+no()• 5a) &onven+ent

lo&at+on• 5a) free 1ar,+n0

• 5a) 1lea)antem1loyee)

• 5a) n+&e atmo)1*ere

• Go to P+@@a 5-t on

Fr+'ay n+0*t• Or'er a lar0e 1an 1+@@a• Com1la+n to mana0er

• I0nore P+@@a 5-t a' onTV

• U)e a P+@@a 5-t &o-1on

for a free )oft 'r+n,• Re&ommen' P+@@a 5-t

to bo))

• Rea' P+@@a 5-t men-

/el+ef)3 Att+t-'e3 an' /e*av+or)


21/29

T*e T*eory of Rea)one' A&t+on

Att+t-'eto4ar'

be*av+or /

Aa&t

/el+ef) t*at

be*av+or /

lea') to )al+ent&on)e-en&e)

/el+ef) t*at

relevant ot*er)

t*+n, I )*o-l'

1erform t*e

be*av+or /

Mot+vat+on to

&om1ly 4+t*

relevant ot*er)

Relat+ve

4e+0*t+n0

for

+m1ortan&e

Intent+onto

1erform

be*av+or

/

/e*av+or

/

Eval-at+on of

)al+ent

&on)e-en&e)

S-bBe&t+ve

norm abo-t

be*av+or /

SN


22/29

/e*av+oral Intent+on Rat+n0 S&ale

Extremely -nl+,ely ! " # $ %# %" %! Extremely l+,ely

6All t*+n0) &on)+'ere'3 *o4 l+,ely are yo- to

-)e ne4)1a1er &o-1on) 4*en b-y+n00ro&er+e) t*+) 4ee, or next


23/29

Fa&tor) t*at 4ea,en t*e relat+on)*+1

bet4een +ntent+on an' be*av+or

Ne4

Informat+on

In)tab+l+ty of

Intent+on)

Unfore)een

C*an0e) +n

Env+ronmental

Context

Interven+n0

T+me

De0ree of

Vol-ntary

Control

Unfore)een

Interme'+ate

Con)-m1t+on

Event)

D+fferent

.evel) of

S1e&+f+&+ty


24/29

A&&L2CAT2ON OF THE

MODEL4 Thi! #o*el #a" 7e applie* in a wi*e $ange o%

#a$+eting a!pect9 h'#an %acto$!9 clinical

p!"cholog"9 !ociolog"9 political !cience an*econo#ic!) F'$the$#o$e9 application! o%

cognitie #o*eling a$e 7eginning to !pill oe$

into a wi*e $ange o% *eci!ion-7a!e* !"!te#!

!'ch a! cognitie in%o$#atic!9 !o%twa$e agent!"!te#!9 expe$t !"!te#!9 an* *eci!ion !'ppo$t

!"!te#!)


25/29

CR2T2C21M1 OF THE MODEL

4 1it'ational in%l'ence!9 noelt"9 c'$io!it"9 e#otie o$

othe$ non!peci%ic #otiational p$oce!!e!9 ha7it an*

*eci!ion-#a+ing p$oce!! !ho'l* 7e incl'*e* in the

p$oce!!)

4 Thi! explicitl" excl'*e! a a!t n'#7e$ o% :oint *eci!ion!

7oth in the %a#il" an* in o$gani=ation!)

4 A theo$" o% !ea$ch 7ehaio$ i! 7a*l" nee*e* e!peciall"in light o% the conte#po$a$" conce$n! a7o't the oe$loa*

o% 7oth 8'alit" an* 8'antit" o% in%o$#ation

co##'nicate* to the people


26/29

RESEARCHES ANCHORED

IN THE MODEL) The E%%ect! o% &h"!iological A$o'!al on 2n%o$#ation

&$oce!!ing an* &e$!'a!ion 7" Dai* M) 1an7on#at!' an*

F$an+ R) Ka$*e!

The e%%ect! o% ph"!iological a$o'!al on pe$!'a!ion a$e

ine!tigate*) An exe$ci!e ta!+ wa! '!e* to #anip'late

ph"!iological a$o'!al9 an* !"!tolic 7loo* p$e!!'$e $ea*ing!

we$e ta+en to a!!e!! the e%%ectiene!! o% thi! #anip'lation)

The $e!'lt! in*icate that en*o$!e$ !tat'! ,cele7$it" o$

noncele7$it". ha! a !t$onge$ in%l'ence on 7$an* attit'*e! 'n*e$high than 'n*e$ #o*e$ate leel! o% ph"!iological a$o'!al9

whe$ea! a$g'#ent !t$ength ha! a g$eate$ i#pact 'n*e$

#o*e$ate than 'n*e$ high a$o'!al leel!)


27/29


28/29

RESEARCHES ANCHORED

IN THE MODEL4 The Role o% 2nole#ent in Attention an* Co#p$ehen!ion

&$oce!!e! 7" Richa$* L) Cel!i9 (e$$" C) Ol!on

4 The !t'*" *e!igne* to te!t !ee$al h"pothe!e! conce$ning the

e%%ect! o% int$in!ic an* !it'ational !o'$ce! o% pe$!onal $eleance on

%elt inole#ent an* on the a#o'nt o% attention an*co#p$ehen!ion e%%o$t9 the %oc'! o% attention an* co#p$ehen!ion

p$oce!!e!9 an* the extent o% cognitie ela7o$ation *'$ing

co#p$ehen!ion) Felt inole#ent i! a #otiational !tate that

a%%ect! the extent an* %oc'! o% con!'#e$!@ attention an*

co#p$ehen!ion p$oce!!e!9 an* th'! the !peci%ic #eaning! that a$e p$o*'ce*) The $e!'lt! o% the !t'*" p$oi*e !t$ong ei*ence that %elt

inole#ent pla"! a #otiational $ole in con!'#e$!@ attention an*

co#p$ehen!ion p$oce!!e!)


29/29

RESEARCHES ANCHORED

IN THE MODEL?) Exte$nal 1ea$ch E%%o$t6 An 2ne!tigation Ac$o!! 1ee$al &$o*'ct Catego$ie! 7"1ha$on E) Beatt"9 1cott M) 1#ith

Utili=ing an inole#ent pe$!pectie an* &'n: an* 1tewa$t@!

,0. inte$action %$a#ewo$+ o% *eci!ion #a+ing9 the $elation!hip

7etween exte$nal !ea$ch e%%o$t an* a n'#7e$ o% #otiating antece*ent

a$ia7le! i! ine!tigate* an* eal'ate* ac$o!! %ie $elate* con!'#e$elect$onic p$o*'ct!) The %in*ing! con%i$# %o'$ o% %ie h"pothe!i=e*

$elation!hip! 7etween total !ea$ch e%%o$t an* the %ollowing a$ia7le!6

p'$cha!e inole#ent ,.9 attit'*e! towa$* !hopping ,.9 ti#e aaila7ilit"

,.9 an* p$o*'ct cla!! +nowle*ge ,.) The $elation!hip 7etween ego

inole#ent an* total !ea$ch e%%o$t wa! not !igni%icant) The in%l'ence o%the!e a$ia7le! 'pon a n'#7e$ o% !'7 in*ice! o% exte$nal !ea$ch9 incl'*ing

$etaile$ !ea$ch9 #e*ia !ea$ch9 inte$pe$!onal !ea$ch9 an* ne't$al !o'$ce!

!ea$ch9 i! al!o ine!tigate* an* $epo$te*)

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cognitive Process of Decision Making