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Cognition consumer behaviour
 

Cognition consumer behaviour

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    Cognition consumer behaviour Cognition consumer behaviour Presentation Transcript

    • COGNITION:
      • HUMAN – SOPHISTICATED SYSTEM 
          • PERFORMS HIGHER MENTAL PROCESSESS :
              • UNDERSTANDING
              • PLANNING
              • DECDIDING
              • THINKING
      SO IT REFERS TO ALL THESE MENTAL PROCESSES, AS WELL AS THOUGHTS AND MEANI G PRODUCE BY COGNITIVE SYSTEM.
    • ENVIRONMENT AFFECTIVE SYSTEM COGNITIVE SYSTEM AFFECTIVE RESPONSES COGNITIVE RESPONCES
      • EMOTIONS
      • FEELING
      • MOODS
      • EVALUATION
      • KNOWLEDGE
      • MEANING
      • BELIEFS
      • LETS SEE HOW ARE 2 INTERRELATED:
      • YOU PRODUCE A STIMULI:::::: MY FIRST AFFECTIVE RESPONSE WILL BE GENERATED::::WHICH IN TURN CAN BE INTERPRETED BY COGNITIVE SYSTEM.
        • Example: ‘ I WONDER WHY I FEEL SO HAPPY’
        • EXAMPLE 2: I DON`T LIKE THIS INSURANCE AGENT BECAUSE HE DONOT POSSESS GOOD KNOWLEDGE OF INVESTMENTS.
    • EXAMPLE 2: I DON`T LIKE THIS INSURANCE AGENT BECAUSE HE DONOT POSSESS GOOD KNOWLEDGE OF INVESTMENTS.
      • NOW AFTER YOU KNOW THAT THIS INSURANCE AGENT DONOT POSSESS GOOD INVESTMENT KNOWLEDGE  YOU WILL TAKE DECISION:
        • MEANING  YOUR COGNITIVE INTERPRETATION  LED TO YOUR DECISION MAKING.
        • “ I WON`T BUY INSURANCE FROM THIS PERSON”
        • STIMULI—AFFECTIVE  COGNITIVE: INTERPRETATION  DECISION MAKING.
    • PURCHASE BEHAVIOUR IS COMPLEX FUNCTION OF:::::::::::::
    • AFFECTIVE AND COGNITIVE
      • AFFECTIVE: SOMETHING PEOPLE FEEL.
        • I AM ANGRY
        • RAHUL IS IN GOOD MOOD
        • ROHIT FFELS BORED
          • ALL ABOVE FELT IN THE BODY
        • CONGNITIVE: PEOPLE HAVE THOUGHTS AND BELIEFS( ALL MENTAL PROCESSES)
        • - YOUR MOTHER BELIVES DIET PEPSI IS NOT FATTENING:
        • ALL ABOVE NOT FELT IN THE BODY
    • AFFECTIVE SYSTEM: IS
      • LARGELY REACTIVE, THIS SYSTEM RESPONDS IMMEDIATELY AND AUTOMATICALLY:
        • YOUR ATTRACTIVE. TOWARDS COLOR
        • A PERSON HAVE LITTLE DIRECT CONTROL OVER THEIR AFFECTIVE RESPONCES.
    • 5 BASIC CHARACTERISTIC OF AFFECTIVE SYSTEM
      • IS LARGELY REACTIVE
      • PEOPLE HAVE LITTLE DIRECT CONTROL OVER THEIR AFFECTIVE RESPONCES.
        • EXAMPLE: YOU ARE INSULTED BY A RUDE SALE CLERK:
          • YOU DO  MOVING TO ANOTHER ENVIRONMENT OR COMPLAIN TO MANAGER:
            • THIS WILL DECREASE YOUR NEGETIVE AFFECT YOU FELT.
    • CONTINUE………..
      • 3. RESPONCESES FELT PHYSICALLY IN THE BODY.
      • : “BUTTERFLIES IN YOUR STOMACH” ASSOCIATED WITH EXCITEMENT OF MAKING AN IMPORTANT PURCHASE, A NEW CAR . HOUSE ETC.
    • 4. CAN RESPOND TO VIRTUALLY ANY TYPE OF STIMULAS.
      • PHYSICAL OBJECT: I LOVE MY SONY STEREO SYSTEM.
      • I DISLIKE TALKING TO THE SALES PERSON IN THE ELECTRONIC STORE(SOCIAL SITUATION)
        • AFFECTIVE SYSTEM CAN ALSO RESPOND TO THEIR OWN BEHAVIOUR:
          • I ENJOY PLAYING MY STEREO SYSTEM
    • CONTINUE….
      • 5. CONSUMER AFFECTIVE SYSTEM CAN RESPOND TO THOUGHTS PRODUCE BY THEOR COGNITIVE SYSTEM,
        • “ I LIKE TO THINK ABOUT STEREO SYSTEM”
    • CONGNITION:
      • ALL MENTAL PROCESSESS. THOUGTS AND MEANING`S PRODUCE BY THE COGNITIVE SYSTEM. LIKE:
        • 1.UNDERSTANING: INTERPRETING Or DETERMINING THE MEANING OF SPECIFIC ASPEDCTS OF ONE`S OWN ENVIRONMENT.
        • 2. EVALUATING: JUDGING WHETHER AN ASPECT OF THE ENVIRONMENT, OR ONE`S OWN BEHAVIOUR IS GOOD OR BAD., P;OSITIVE , NEGETIVE, FAVOURABLE OR UNFAVOURABLE.
    • 3.PLANNING  DETERMINGH HOW TO SOLVE PROBLEM TO REACH A GOAL 4.DECIDING  COMPARING ALTERNATIVES AND SELECTING THE BEST. 5.THINKING  COGNITIVE ACTIVITY THAT OCCURS DURING ALL THESES PROCESSES( THINKING PROCESS OF ALL ABOVE: FUNCTION OF C. SYSTEM: TO INERPRET, MAKE SENCE OF AND UNDERSTANDING SIGNIFICANT ASPECTS OF THEIR PERSONAL EXPERIENCES:
    • MARKETING IMPLICATIONS
      • BOTH AFFECT AND COGNITION IMPORTANT FOR UNDERSTANDING C.B.
      • OUR TARGET IS TO PROVIDE SATISFACTON  HOW THIS WILL COME:
      • SATISFACTION HAVE BOTH ELEMENTS OF AFFECT(FEELING ,PLEASED, LIKING THE PRODUCT OR SERVICE) AND COGNITION(KNOWING WHY YOU LIKE THE PRODUCT.:
    • BRAND IMAGE: EXAMPLE
      • BRAND IMAGE INCLUDES:
        • KNOWLEDGE AND BELIEF(COGNITIVE) ABOUT
          • PRODUCT ATTRIBUTES
          • CONSEQUENCES OF BRAND USE
          • APPROPRIATE CONSUMPTION SITUATIONS
          • AS WELL AS FEELING AND EMOTIONS(AFFECTIVE RESPONSES) ASSOCIATED WITH THE BRAND.
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