Introduction to Affect and Cognition

Presented by Group 2
Abhinav Anuj Junaid Mohit Pushpendra

The Wheel of Consumer Analysis

Affect and Cognition

Affect and cognition- different types of psychological responses consumers can have in consumer environment
Affect- feeling responses Cognition- mental (thinking) responses

Consumers can have both affective and cognitive responses to any element in the Wheel of Consumer Analysis

Types of Affective Responses

Emotions (Joy, Love, Satisfaction) Mood ( Relax, Bore, Calm) Evaluation (Dislike, bad, unfavorable (Like, Good , Favorable)

The Affective System

Basic characteristics of the affective system are:
The affective system is largely reactive People have little direct control over their affective responses Affective responses are felt physically in the body The system can respond to virtually any type of stimulus

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

Functions of Cognitive Systems

Major functions of peoples cognitive systems are:
To interpret, make sense of, and understand significant aspects of their personal experiences To process these interpretations or meanings in carrying out cognitive tasks

Types of Meanings Created by the Cognitive System

Cognitive interpretation of physical stimuli
The car gives mileage of 18 km/h The sweater is made up of lambs wool

Cognitive interpretation of social stimuli

My friends think pizza hut is best The salesperson was helpful

Cognitive interpretation of affective response

I feel guilty about not sending sister a birthday card

Relationship between the Affective and Cognitive Systems cont.

Affect and Cognition-Marketing Implications

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

Consumer Decision Making

Consumer decision making involves three important cognitive processes:
Interpretation of relevant information in the environment Combining or integrating this knowledge Retrieving product knowledge from memory to use in integration and interpretation processes

Cognitive Processes in Consumer Decision Making

Cognitive Processes in Consumer Decision Making cont.

Consumer decision making involves two cognitive processes:
Interpretation processes require exposure to information and involve two related cognitive processes:
Attention Comprehension

Cognitive Processes in Consumer Decision Making cont.

Integration processes concern how consumers combine different types of knowledge to:
Form overall evaluations of products, other objects, and behaviors Make choices among alternative behaviors, such as a purchase

Cognitive Processes in Consumer Decision Making cont.

Product knowledge and involvement
Concern the various types of knowledge, meanings, and beliefs about products that are stored in consumers memories

Product involvement
Consumers knowledge about the personal relevance of the products in their lives

Cognitive Processes in Consumer Decision Making cont.

Influences on interpretation and integration:
Product knowledge Meanings Beliefs in memory

Consumer Decision Making-Marketing Implications

Need to understand how consumers interpret marketing strategies Consumer integration processes critical Activation of product knowledge

Knowledge Stored in Memory

Types of knowledge
General knowledge of environment and behaviors concerns peoples interpretations of relevant information in their environments
It is stored in memory as propositions It is either periodic or semantic

Procedural knowledge about how to do things

It is stored in memory as a special type of if . . . then . . . proposition that links a concept or an event with an appropriate behavior

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

An Associative Network of Knowledge

Graphic Representation of Eating at a Fast-Food Restaurant

Types of Knowledge StructuresMarketing Implications

To understand consumers behavior, marketers need to know the product knowledge consumers have acquired and stored in memory Marketers may need information on:
Contents of consumers product knowledge or shopping scripts

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 Indirect product experiences Interpret product-related information

Three Types of Cognitive Learning

Types of Cognitive Learning

Interpreting information about products and services can result in three types or levels of cognitive learning:
Accretion consumers try to acquire new knowledge, beliefs about product through various experience. Tuning Consumer forms an overall summarized meaning of the product Restructuring Restructure the entire knowledge about product through experience

Cognitive LearningMarketing Implications

Marketers often:
Present simple informational claims about their products Hope that consumers will accurately interpret the information and add this knowledge to their knowledge structures Sometimes try to encourage consumers to tune their knowledge structures

Thank You