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

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

3. 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

4. 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

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

6. 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.

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

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

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

10. 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

11. 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

12. 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

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

14. 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.

15. Examples of General Knowledge
are
Nikon cameras
Expensive

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

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

18. 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.

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

20. 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

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

22. 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.

23. 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

24. 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.