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Affect and Cognition as

Psychological Responses

What is Consumer
Behavior?

American Marketing Association (and Book) Definition:


The dynamic interaction of affect and cognition, behavior,
and the environment by which human beings conduct the
exchange aspects of their lives.

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

Affect and cognition are different types of


psychological responses consumers can
have in situations such as grocery shopping.
Affect refers to feeling responses,
whereas cognition consists of mental
(thinking) responses.

Types of Affective
Responses

Feelings

The Affective System

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

Examples of the Affective

Impulse Shoppers or Buyers

Cognition

Human beings have evolved a highly sophisticated


cognitive system that performs the higher mental
processes of understanding, evaluating, planning,
deciding, and thinking.

UnderstandingInterpreting the meanings of


specific aspects of ones environment.
EvaluatingJudging whether an aspect of the
environment, or ones own behavior, is good or
bad, positive or negative, favorable or unfavorable.
PlanningDetermining how to solve a problem or
reach a goal.

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.

Types of Meanings Created by


the Cognitive System

Functions of the Cognition

Interpret Information
Attention and Comprehension

Integrate Information
Evaluate and Make Decisions

Draw on Knowledge Stored in Memory


Once activated, influences interpretation and
integration

COGNITIVE
PROCESSES

Environment

Interpretation
(Attention & Comprehension)

New Knowledge

Integrate Information
(To Form Attitudes, Intentions,
and Choices Among Options)
Consumer Behavior

Memory
(Stored
Knowledge)

Relationship between Affect


and Cognition

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

Both affect and cognition are important for understanding


consumer behavior. Consider the cognitive and affective
components of consumer satisfaction, a major focus of
many marketing programs. Satisfaction has elements of
both affect (feeling pleased, liking the product or
service) and cognition (knowing why you like the
product). Likewise, a brand image includes knowledge
and beliefs (cognitions) about brand attributes, the
consequences of brand use, and appropriate
consumption situations, as well as evaluations,
feelings, and emotions (affective responses) associated
with the brand. Marketers need to understand both
affective and cognitive responses to marketing strategies
such as product design, advertisement, and store layout.
For some marketing purposes, consumers affective
responses are more important; in other cases, cognition is
key.

Using Metaphors to Communicate


Affective and Cognitive Meaning

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
1.

2.
3.
4.

Consumer behavior is an interaction


between affect/cognition, behavior, &
environment; each can affect the others
(reciprocal determinism)
Affect and cognition are interdependent
Affect is a physical sensation which is largely
learned, not under our control, and reactive
Cognitive system helps us interpret and
integrate information and draw on existing
knowledge to form preferences, intentions
and decisions

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