Professional Documents
Culture Documents
Psychological Responses
What is Consumer
Behavior?
Dynamic
Always changing with faster product cycles and greater
need for continued innovation
Involves Interactions
Among cognition, affect, behavior and the environment
Involves Exchanges
Exchanging value for value
Introduction
Types of Affective
Responses
Feelings
Five Characteristics:
Largely reactive
Little direct control over affective responses
Felt physically in the body
Responds to virtually any type of stimulus
Most affective responses are learned
Cognition
Cont
DecidingComparing alternative solutions
to a problem in terms of their relevant
characteristics and selecting the best
alternative.
ThinkingThe cognitive activity that
occurs during all of these processes.
Interpret Information
Attention and Comprehension
Integrate Information
Evaluate and Make Decisions
COGNITIVE
PROCESSES
Environment
Interpretation
(Attention & Comprehension)
New Knowledge
Integrate Information
(To Form Attitudes, Intentions,
and Choices Among Options)
Consumer Behavior
Memory
(Stored
Knowledge)
Cont
Differing Views
Affective and cognitive systems are independent
Affect is largely influenced by the cognitive
system
Affect is the dominant system
Affective and cognitive systems are highly
interdependent
In Relation to Marketing
Implications
Metaphors:
Represent one thing in terms of something else
Can communicate thoughts and feelings about
a product, brand or company
Are critical part of effective marketing
strategies
Examples
Final reminders
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