This document introduces affect and cognition as they relate to consumer decision making. It discusses how affect refers to feeling responses while cognition refers to thinking responses. Both affect and cognition are important in how consumers interpret and make sense of marketing messages and environmental stimuli. The document also describes different types of consumer knowledge, such as product knowledge and involvement, and how marketing strategies should understand how consumers interpret and process information.

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 -