Need/Thought

(“Science”)

Want/Feeling

(“Art”)

Type of Choice

• Water

• Food

• Personal Care

• Tools

• Education

• Diamonds

• Fashion

• Cosmetics

• Toys

• Entertainment

Text Concept

• Actual State

• Satisfaction

• Memory

• Desired State

• Situation

• Mood

COGNITIVE MAPPING CHART 1

Consumer Decision Process Stages

Cognitive Experience Dimensions

Need RecognitionInformation

Search

Thought

(Science)

• Toothpaste Health Benefits

• Toothpaste Dental Facts

(package, ads)

Feeling

(Art)

• Toothpaste Hedonic Benefits (whitening, flavor)

* Toothpaste Desirable Image (package, ads)

COGNITIVE MAPPING CHART 2

Consumer Decision Process Stages

Cognitive Experience Dimensions

Need Recognition

Information Search

Thought

(Science)

• Learning Toys (Leapfrog,

Playschool)

• Aptitude (package, web link)

Feeling

(Art)

• Leisure Toys (dolls, balls)

* Amusement (package, ads)

COGNITIVE MAPPING CHART 2

Consumer Decision Process Stage

Cognitive Dimensions Alternative Evaluation

Thought

(Science)

• Car – Fuel Economy & Roominess• College – Faculty & Courses

Feeling

(Art)

• Car – Performance & Styling• College – Fun & Campus

COGNITIVE MAPPING CHART 3

Consumer Decision Process Stages

Cognitive Experience Dimensions

Purchase Post-Purchase

Thought

(Science)

* Computer Price

* Computer Satisfaction

(Perform > Price)

Feeling

(Art)

* Computer Status

* Computer Dissatisfaction

(Perform < Price)

COGNITIVE MAPPING CHART 4

Consumer Decision Process Stages

Cognitive Experience Dimensions

Purchase

(“Retailer”)Post-Purchase

Thought

(Science)

* Computer @ Online E-tailer (Convenience)

*Cost = Satisfied

*Capabilities = Dissatisfied

Feeling

(Art)

* Computer @ Tech Retailer (Credibility)

*Cost = Dissatisfied

*Capabilities = Satisfied

COGNITIVE MAPPING CHART 4