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Need/Thought (Science) Want/Feeling (Art) Type of Choice Water Food Diamonds Fashion Text Concept Actual State Satisfaction Memory Desired State Situation.

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Presentation on theme: "Need/Thought (Science) Want/Feeling (Art) Type of Choice Water Food Diamonds Fashion Text Concept Actual State Satisfaction Memory Desired State Situation."— Presentation transcript:

1 Need/Thought (Science) Want/Feeling (Art) Type of Choice Water Food Diamonds Fashion 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) Car Brands Safety Eco-friendly Car Brands Volvo/Land Rover Toyota/Honda Feeling (Art) Car Brands Fun Luxury Car Brands Porsche/Maserati Mercedes/BMW COGNITIVE MAPPING CHART 2

3 Consumer Decision Process Stage Cognitive Dimensions Alternative Evaluation Thought (Science) Car Brands Volvo (Safety) vs. Toyota (Eco) -- Quality -- Cost Feeling (Art) Car Brands Porsche (Fun) vs. Mercedes (Luxury) -- Lifestyle -- Status COGNITIVE MAPPING CHART 3

4 Consumer Decision Process Stages Cognitive Experience Dimensions PurchasePost-Purchase Thought (Science) Car Brands Dealer Location Sales Terms Car Brands Volvo – Durability Toyota – Green Feeling (Art) Car Brands Dealer Atmosphere Test Drive Car Brands Porsche - Roads Mercedes - Attention COGNITIVE MAPPING CHART 4

5 Consumer Decision Process Stages Cognitive Experience Dimensions Purchase (Retailer) Post-Purchase Thought (Science) Car Brands Convenient Dealer Car Brands Maintenance Outlet Feeling (Art) Car Brands Popular Dealer Car Brands Accessories/Detailing COGNITIVE MAPPING CHART 4

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