2. Introduction to Affect and Cognition Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 3

3. 3-3 Components of the Wheel of Consumer Analysis

4. 3-4 Environmental factors Behavioral influences Marketing strategies and stimuli Components of the Wheel of Consumer Analysis

5. 3-5 Affect and Cognition as Psychological Responses Two types of mental responses to stimuli and events in the consumer environment –Affect Feeling responses –Cognition Mental responses Types or levels of affective responses –The types of affect differ in the level of bodily arousal or intensity with which they are experienced

6. 3-6 Affect and Cognition as Psychological Responses cont.

7. 3-7 Affect and Cognition as Psychological Responses cont. The affective system –Five basic characteristics of the affective system The system is reactive Lack of direct control over affective responses Affective responses are felt physically in the body The system can respond to virtually any type of stimulus Most affective responses are learned

8. 3-8 Affect and Cognition as Psychological Responses cont. What is cognition? –Understanding –Evaluating –Planning –Deciding –Thinking

9. 3-9 Affect and Cognition as Psychological Responses cont. –Major function of people’s cognitive system is to interpret, make sense of, and understand significant aspects of their personal experiences –Second function of cognitive system is to process interpretations or meanings in carrying out cognitive tasks

10. 3-10 Affect and Cognition as Psychological Responses cont. Relationship between affect and cognition –Differing views among researchers 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

11. 3-11 Affect and Cognition as Psychological Responses cont.

12. 3-12 Affect and Cognition as Psychological Responses cont. –Each system can respond independently to aspects of the environment –Each system can respond to the output of the other system

13. 3-13 Affect and Cognition as Psychological Responses cont. Marketing implications –Both affect and cognition are important for understanding consumer behavior –Affective responses are especially important for so-called feeling products

14. 3-14 Affect and Cognition as Psychological Responses cont. Using metaphors to communicate affective and cognitive meaning –Metaphors can communicate both cognitive and affective meanings about a brand or company

15. 3-15 Cognitive Processes in Consumer Decision Making Information-processing models –Used to identify sequence of cognitive processes –Consumer decision making involves three important cognitive processes Interpretation Integration Retrieval of product knowledge from memory

16. 3-16 Cognitive Processes in Consumer Decision Making cont. Consumer decision making model

17. 3-17 Cognitive Processes in Consumer Decision Making cont. –Interpretation processes Attention Comprehension Knowledge, meanings, and beliefs –Integration processes How consumers combine different types of knowledge to form overall evaluations of products, other objects, and behaviors Choose among alternative behaviors

18. 3-18 Cognitive Processes in Consumer Decision Making cont. –Product knowledge and involvement Stored knowledge, meanings, and beliefs Product involvement Additional characteristics of the cognitive system –Activation of memory –Unconscious thinking –Spreading activation

19. 3-19 Cognitive Processes in Consumer Decision Making cont. –Limited capacity –Automatic processing Marketing implications –Need to understand how consumers interpret marketing strategies –Consumer integration processes critical –Activation of product knowledge

20. 3-20 Knowledge Stored in Memory Types of knowledge –General knowledge of environment and behaviors Propositions Episodic knowledge Symantic knowledge –Procedural knowledge about how to do things “If…then…” proposition

21. 3-21 Knowledge Stored in Memory cont. Structures of knowledge –Associative networks

22. 3-22 Knowledge Stored in Memory cont. –Types of knowledge structures Schemas Scripts –Marketing implications Cognitive learning –Direct personal use experience –Vicarious product experiences –Interpret product-related information

23. 3-23 Knowledge Stored in Memory cont. –Results of information interpretation Accretion Tuning Restructuring Marketing implications

24. 3-24 Summary Important internal factors of affect and cognition and the affective and cognitive systems were introduced Identified four types of affective responses ranging from emotions to specific feelings to moods to evaluations

25. 3-25 Summary cont. 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

26. 3-26 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 Two types of knowledge structures were described