Professional Documents
Culture Documents
Chapter 3
McGraw-Hill/Irwin
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Consumers can have both affective and cognitive responses to any element in the Wheel of Consumer Analysis
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What is Cognition?
Cognition- broadly refer to the thoughts and meanings produced by the cognitive system, as well as to mental processes such as:
Understanding Evaluating Planning Deciding Thinking
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Product involvement
Consumers knowledge about the personal relevance of the products in their lives
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General Knowledge
Procedural Knowledge
Structures of Knowledge
General and procedural knowledge is organized to form structures of knowledge in memory Cognitive systems create associative networks that organize and link many types of knowledge together Part of the knowledge structure may be activated on certain occasions
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Each is an associated network of linked meanings Both can be activated in decision-making situations, and they can influence cognitive processes
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Cognitive Learning
Cognitive learning occurs when people interpret information in the environment and create new knowledge or meaning This can occur in three ways:
Direct personal use experience Vicarious product experiences Interpret product-related information
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Marketers may:
Sometimes try to stimulate consumers to tune their knowledge structures Rarely encourage consumers to restructure their knowledge
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Summary
Important internal factors of affect and cognition and the affective and cognitive systems were introduced Identified four types of affective responses Described the cognitive system and the various types of meanings it constructs Emphasized that the two systems are highly interrelated and the respective outputs of each can elicit responses from the other Presented a model of the cognitive process involved in consumer decision making
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Summary cont.
Discussed the content and organization of knowledge as associate networks or knowledge structures Described how meaning concepts are linked together to form propositions and productions that represent general knowledge and procedural knowledge Described two types of knowledge structuresschemas and scripts
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