Chapter 3

Introduction to Affect and Cognition

McGraw-Hill/Irwin

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

Components of the Wheel of Consumer Analysis

Internal
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Affect and Cognition as Psychological Responses

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 Psychological Responses cont.

Types of affective responses Emotions Specific feelings Moods Evaluations
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Affect and Cognition as Psychological Responses cont.

Types of affective responses Emotions Examples: Fear, anger, joy

Specific feelings Happy about going to lunch Moods Evaluations Bored, cheerful Liking the Los Angeles Dodgers
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Affect and Cognition as Psychological Responses cont.

Types of affective responses Emotions Specific feelings Moods Evaluations
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Higher levels of physiological arousal and activation and stronger feelings

Affect and Cognition as Psychological Responses cont.

The affective system Five basic characteristics of the affective 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 Psychological Responses cont.

What is cognition? Understanding Evaluating Planning Deciding Thinking

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Affect and Cognition as Psychological Responses cont.

Relationship between affect and cognition Affective and cognitive systems are highly interdependent Each system can respond to the output of the other system Each system can respond independently to aspects of the environment
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affect

cognition

Affect and Cognition as Psychological Responses cont.

Marketing implications Both affect and cognition are important for understanding consumer behavior Affective responses are especially important for so-called feeling products

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Affect and Cognition as Psychological Responses cont.

Metaphors X is like Y Communicate both cognitive and affective meanings about a brand or company

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Cognitive Processes in Consumer Decision Making

Information-processing models Used to identify sequence of cognitive processes Consumer decision making involves three important cognitive processes Interpretation Integration Retrieval of product knowledge from memory
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Exposure to Environmental Information Interpretation Processes Attention, Comprehension Memory New knowledge, meaning and beliefs Integration Processes Attitudes and intentions Decision making Behavior
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Cognitive processes

Stored knowledge, meanings, and beliefs

Cognitive Processes in Consumer Decision Making cont.

Interpretation processes Attention Comprehension Knowledge, meanings, and beliefs Integration processes Combine different types of knowledge to: Form overall evaluations of products, other objects, and behaviors Choose among alternative behaviors
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Cognitive Processes in Consumer Decision 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 Consumer Decision 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 and behaviors Propositions Clothing Store Clothing Store is having a is up for Sale 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 If you are annoyed by the advertisements

do not

leave a tip

do not
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buy the product

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
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