Introduction to Affect & Cognition Chapter 3: Introduction to Affect & Cognition

Consumer Affect Definition A consumer’s feelings about stimuli and events. The product of the affective system

Nature of Affective System Largely reactive Responds immediately Responds automatically Responses often felt physically in the body Responds to various stimuli Responses are often learned

Types of Affective Responses Type of Affective Response Level of Physiological Arousal Intensity or Strength of Feeling Example of Positive and Negative Affect Higher arousal and activation Lower arousal and activation Stronger Weaker Joy, love Fear, guilt,anger Warmth, appreciation Disgust, sadness Alert, calm, relaxed Blue, bored Like, good Dislike, bad Emotions Specific Feelings Moods Evaluations

Consumer Cognition Definition The mental structures and processes involved in thinking, understanding, and interpreting stimuli and events.

3.3b Consumer Cognition Definition The mental structures and processes involved in thinking, understanding, and interpreting stimuli and events. A major function of cognitive systems is to interpret, make sense of and understand significant aspects of personal experience.

Functions of the Cognitive System Understanding – interpreting, determining meanings Evaluating – generating judgments Planning – problem solving Deciding – choosing among alternatives Thinking – the actual cognitive process

The Relationship Between the Affective and Cognitive Systems Environment Affective System Cognitive System Affective Responses Emotions Feelings Moods Cognitive Responses Knowledge Meanings Beliefs

Consumer Decision Making – Sample of Issues What product? Where to shop? What shows to watch? How much money to borrow? Which friend to consult?

Three Basic Steps in CDM Interpret To create personal knowledge or meaning Integrate To combine the interpreted knowledge to judge or decide action Retrieve product/self knowledge To achieve the above two tasks

A Model of Consumer Decision Making Information in the environment Interpretation Exposure,attention, and comprehension Memory Product knowledge and involvement Consumer decision making Knowledge, meanings and beliefs Integration Attitudes and intentions Behavior

Characteristics of Cognitive System Activation Knowledge that “comes to mind” Spreading Activation Triggering of related concepts. Limited Capacity Only a portion of knowledge is active at any time. Accelerated Learning Routine decisions become less deliberate

Types of Knowledge General Knowledge Concerns people’s interpretations of relevant information in their environments.

Types of Knowledge General Knowledge Concerns people’s interpretations of relevant information in their environments. General knowledge is stored in memory as propositions that link or connect two concepts.

Examples of General Knowledge are Nikon cameras Expensive

Examples of General Knowledge are Nikon cameras Expensive Example 2: having a Clothing store Sale

Types of Knowledge Procedural Knowledge Knowledge that is stored in memory as a production or as knowledge about relationship between situations and behavior.

Knowledge that is stored in memory as a production. Types of Knowledge Procedural Knowledge Knowledge that is stored in memory as a production. A production is a special type of “if…, then…” proposition that links a concept or event with the resulting appropriate behavior.

Examples of Procedural Knowledge If you are dissatisfied with the service Do not leave a tip

Examples of Procedural Knowledge If you are dissatisfied with the service Do not leave a tip Example 2: If the phone rings when you are busy Do no answer it

Organization of Knowledge Knowledge structures Link knowledge about related concepts together Hanes Jordan Swoosh Great Style Nike Peewee Football Costs a ton Boink! Comfortable

Types of Organized Knowledge Schemas: Organized network of general knowledge E.g., all you know about Nike. Scripts Organized routines of behavioral knowledge E.g., sequence of behaviors in a grocery store.

Cognitive Learning Occurs when consumers interpret information and create new knowledge or meaning Via direct product-related experiences Via others’ product experiences Via product-related information in the media

Changes to Knowledge Accretion Tuning Restructuring Slowly and gradually add to existing knowledge Tuning Addition of new knowledge to old that creates new meanings Restructuring Creation of entirely new knowledge structures or radical revision of existing knowledge.