Cognition consumer behaviour

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Cognition consumer behaviour

  1. 1. COGNITION: <ul><li>HUMAN – SOPHISTICATED SYSTEM  </li></ul><ul><ul><ul><li>PERFORMS HIGHER MENTAL PROCESSESS : </li></ul></ul></ul><ul><ul><ul><ul><ul><li>UNDERSTANDING </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>PLANNING </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>DECDIDING </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>THINKING </li></ul></ul></ul></ul></ul>SO IT REFERS TO ALL THESE MENTAL PROCESSES, AS WELL AS THOUGHTS AND MEANI G PRODUCE BY COGNITIVE SYSTEM.
  2. 2. ENVIRONMENT AFFECTIVE SYSTEM COGNITIVE SYSTEM AFFECTIVE RESPONSES COGNITIVE RESPONCES <ul><li>EMOTIONS </li></ul><ul><li>FEELING </li></ul><ul><li>MOODS </li></ul><ul><li>EVALUATION </li></ul><ul><li>KNOWLEDGE </li></ul><ul><li>MEANING </li></ul><ul><li>BELIEFS </li></ul>
  3. 3. <ul><li>LETS SEE HOW ARE 2 INTERRELATED: </li></ul><ul><li>YOU PRODUCE A STIMULI:::::: MY FIRST AFFECTIVE RESPONSE WILL BE GENERATED::::WHICH IN TURN CAN BE INTERPRETED BY COGNITIVE SYSTEM. </li></ul><ul><ul><li>Example: ‘ I WONDER WHY I FEEL SO HAPPY’ </li></ul></ul><ul><ul><li>EXAMPLE 2: I DON`T LIKE THIS INSURANCE AGENT BECAUSE HE DONOT POSSESS GOOD KNOWLEDGE OF INVESTMENTS. </li></ul></ul>
  4. 4. EXAMPLE 2: I DON`T LIKE THIS INSURANCE AGENT BECAUSE HE DONOT POSSESS GOOD KNOWLEDGE OF INVESTMENTS. <ul><li>NOW AFTER YOU KNOW THAT THIS INSURANCE AGENT DONOT POSSESS GOOD INVESTMENT KNOWLEDGE  YOU WILL TAKE DECISION: </li></ul><ul><ul><li>MEANING  YOUR COGNITIVE INTERPRETATION  LED TO YOUR DECISION MAKING. </li></ul></ul><ul><ul><li>“ I WON`T BUY INSURANCE FROM THIS PERSON” </li></ul></ul><ul><ul><li>STIMULI—AFFECTIVE  COGNITIVE: INTERPRETATION  DECISION MAKING. </li></ul></ul>
  5. 5. PURCHASE BEHAVIOUR IS COMPLEX FUNCTION OF:::::::::::::
  6. 6. AFFECTIVE AND COGNITIVE <ul><li>AFFECTIVE: SOMETHING PEOPLE FEEL. </li></ul><ul><ul><li>I AM ANGRY </li></ul></ul><ul><ul><li>RAHUL IS IN GOOD MOOD </li></ul></ul><ul><ul><li>ROHIT FFELS BORED </li></ul></ul><ul><ul><ul><li>ALL ABOVE FELT IN THE BODY </li></ul></ul></ul><ul><ul><li>CONGNITIVE: PEOPLE HAVE THOUGHTS AND BELIEFS( ALL MENTAL PROCESSES) </li></ul></ul><ul><ul><li>- YOUR MOTHER BELIVES DIET PEPSI IS NOT FATTENING: </li></ul></ul><ul><ul><li>ALL ABOVE NOT FELT IN THE BODY </li></ul></ul>
  7. 7. AFFECTIVE SYSTEM: IS <ul><li>LARGELY REACTIVE, THIS SYSTEM RESPONDS IMMEDIATELY AND AUTOMATICALLY: </li></ul><ul><ul><li>YOUR ATTRACTIVE. TOWARDS COLOR </li></ul></ul><ul><ul><li>A PERSON HAVE LITTLE DIRECT CONTROL OVER THEIR AFFECTIVE RESPONCES. </li></ul></ul>
  8. 8. 5 BASIC CHARACTERISTIC OF AFFECTIVE SYSTEM <ul><li>IS LARGELY REACTIVE </li></ul><ul><li>PEOPLE HAVE LITTLE DIRECT CONTROL OVER THEIR AFFECTIVE RESPONCES. </li></ul><ul><ul><li>EXAMPLE: YOU ARE INSULTED BY A RUDE SALE CLERK: </li></ul></ul><ul><ul><ul><li>YOU DO  MOVING TO ANOTHER ENVIRONMENT OR COMPLAIN TO MANAGER: </li></ul></ul></ul><ul><ul><ul><ul><li>THIS WILL DECREASE YOUR NEGETIVE AFFECT YOU FELT. </li></ul></ul></ul></ul>
  9. 9. CONTINUE……….. <ul><li>3. RESPONCESES FELT PHYSICALLY IN THE BODY. </li></ul><ul><li>: “BUTTERFLIES IN YOUR STOMACH” ASSOCIATED WITH EXCITEMENT OF MAKING AN IMPORTANT PURCHASE, A NEW CAR . HOUSE ETC. </li></ul>
  10. 10. 4. CAN RESPOND TO VIRTUALLY ANY TYPE OF STIMULAS. <ul><li>PHYSICAL OBJECT: I LOVE MY SONY STEREO SYSTEM. </li></ul><ul><li>I DISLIKE TALKING TO THE SALES PERSON IN THE ELECTRONIC STORE(SOCIAL SITUATION) </li></ul><ul><ul><li>AFFECTIVE SYSTEM CAN ALSO RESPOND TO THEIR OWN BEHAVIOUR: </li></ul></ul><ul><ul><ul><li>I ENJOY PLAYING MY STEREO SYSTEM </li></ul></ul></ul>
  11. 11. CONTINUE…. <ul><li>5. CONSUMER AFFECTIVE SYSTEM CAN RESPOND TO THOUGHTS PRODUCE BY THEOR COGNITIVE SYSTEM, </li></ul><ul><ul><li>“ I LIKE TO THINK ABOUT STEREO SYSTEM” </li></ul></ul>
  12. 12. CONGNITION: <ul><li>ALL MENTAL PROCESSESS. THOUGTS AND MEANING`S PRODUCE BY THE COGNITIVE SYSTEM. LIKE: </li></ul><ul><ul><li>1.UNDERSTANING: INTERPRETING Or DETERMINING THE MEANING OF SPECIFIC ASPEDCTS OF ONE`S OWN ENVIRONMENT. </li></ul></ul><ul><ul><li>2. EVALUATING: JUDGING WHETHER AN ASPECT OF THE ENVIRONMENT, OR ONE`S OWN BEHAVIOUR IS GOOD OR BAD., P;OSITIVE , NEGETIVE, FAVOURABLE OR UNFAVOURABLE. </li></ul></ul>
  13. 13. 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:
  14. 14. MARKETING IMPLICATIONS <ul><li>BOTH AFFECT AND COGNITION IMPORTANT FOR UNDERSTANDING C.B. </li></ul><ul><li>OUR TARGET IS TO PROVIDE SATISFACTON  HOW THIS WILL COME: </li></ul><ul><li>SATISFACTION HAVE BOTH ELEMENTS OF AFFECT(FEELING ,PLEASED, LIKING THE PRODUCT OR SERVICE) AND COGNITION(KNOWING WHY YOU LIKE THE PRODUCT.: </li></ul>
  15. 15. BRAND IMAGE: EXAMPLE <ul><li>BRAND IMAGE INCLUDES: </li></ul><ul><ul><li>KNOWLEDGE AND BELIEF(COGNITIVE) ABOUT </li></ul></ul><ul><ul><ul><li>PRODUCT ATTRIBUTES </li></ul></ul></ul><ul><ul><ul><li>CONSEQUENCES OF BRAND USE </li></ul></ul></ul><ul><ul><ul><li>APPROPRIATE CONSUMPTION SITUATIONS </li></ul></ul></ul><ul><ul><ul><li>AS WELL AS FEELING AND EMOTIONS(AFFECTIVE RESPONSES) ASSOCIATED WITH THE BRAND. </li></ul></ul></ul>

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