1. affect: feeling responses
thoughts and meanings
mental processes
functions: to interpret and
make sense of the env
process these interpretations
or meanings in cognitive tasks
cognition: thinking responses
meanings: of physical stimuli, social
stimuli, affective responses, etc
in commercials, emotion can be just as
effective as any rational appeal
affect and cognition disaggregated: attributes
meanings: brand image
holistic: total impression
information-processing models: sequence
of cognitive processes
interpretation processes
integration processes
cognitive processes in
consumer decision making product knowledge : various types of
3. Introduction to knowledge, meanings, and beliefs about
products
affect and cognition
product involvement: personal relevance
direct personal use exp of a product meaning in consumers' lives
vicarious product exp
interpretation of product-related information
cognitive learning: people interpret marketing implications: understand how
accretion: adding know info in the env and create new consumers interpret marketing strategies,
tuning: combination of existing knowledge
3 ways to refine it know or meaning eg. reducing a price as reducing the quality
restructuring: revision (creation of new
meaning structures or reorganization)
general knowledge: people's
interpretations of relevant information in episodic: (events in your life)
their env, stored as links or connections
semantic (objects and events in the env)
procedural: how to do things,
if... then propositions
associative networks
knowledge structures of knowledge schemas: semantic and episodic general know
scripts: networks of procedural know
mark implications: know the product
knowledge: different meanings of same
stimuli, symbolic meaning
3. Introduction to affect and cognition.mmap - 17/11/2010 -