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Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice Water Food Personal Care Tools Education Diamonds Fashion Cosmetics Toys Entertainment Text.

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Presentation on theme: "Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice Water Food Personal Care Tools Education Diamonds Fashion Cosmetics Toys Entertainment Text."— Presentation transcript:

1 Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice Water Food Personal Care Tools Education Diamonds Fashion Cosmetics Toys Entertainment Text Concept Actual State Satisfaction Memory Desired State Situation Mood COGNITIVE MAPPING CHART 1

2 Consumer Decision Process Stages Cognitive Experience Dimensions Need Recognition Information Search Thought (Science) Toothpaste Health Benefits Toothpaste Dental Facts (package, ads) Feeling (Art) Toothpaste Hedonic Benefits (whitening, flavor) * Toothpaste Desirable Image (package, ads) COGNITIVE MAPPING CHART 2

3 Consumer Decision Process Stages Cognitive Experience Dimensions Need Recognition Information Search Thought (Science) Learning Toys (Leapfrog, Playschool) Aptitude (package, web link) Feeling (Art) Leisure Toys (dolls, balls) * Amusement (package, ads) COGNITIVE MAPPING CHART 2

4 Consumer Decision Process Stage Cognitive Dimensions Alternative Evaluation Thought (Science) Car – Fuel Economy & Roominess College – Faculty & Courses Feeling (Art) Car – Performance & Styling College – Fun & Campus COGNITIVE MAPPING CHART 3

5 Consumer Decision Process Stages Cognitive Experience Dimensions PurchasePost-Purchase Thought (Science) * Computer Price * Computer Satisfaction (Perform > Price) Feeling (Art) * Computer Status * Computer Dissatisfaction (Perform < Price) COGNITIVE MAPPING CHART 4

6 Consumer Decision Process Stages Cognitive Experience Dimensions Purchase (“Retailer”) Post-Purchase Thought (Science) * Computer @ Online E-tailer (Convenience) *Cost = Satisfied *Capabilities = Dissatisfied Feeling (Art) * Computer @ Tech Retailer (Credibility) *Cost = Dissatisfied *Capabilities = Satisfied COGNITIVE MAPPING CHART 4

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