Human cognition is a sophisticated system that performs higher mental processes such as understanding, planning, deciding, and thinking. It refers to all these mental processes as well as the thoughts and meanings produced by the cognitive system. The cognitive system interacts with and interprets the affective system, which produces emotional and feeling-based responses. For example, a stimuli can produce an initial affective response that is then interpreted by the cognitive system, leading to thoughts, beliefs, and decisions. Both the affective and cognitive systems influence consumer purchase behavior in complex ways.

1. 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.

2. ENVIRONMENT AFFECTIVE SYSTEM COGNITIVE SYSTEM AFFECTIVE RESPONSES COGNITIVE RESPONCES EMOTIONS FEELING MOODS EVALUATION KNOWLEDGE MEANING BELIEFS

3. 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.

4. 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.

5. PURCHASE BEHAVIOUR IS COMPLEX FUNCTION OF:::::::::::::

6. 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

7. 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.

8. 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.

9. 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.

10. 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

11. CONTINUE…. 5. CONSUMER AFFECTIVE SYSTEM CAN RESPOND TO THOUGHTS PRODUCE BY THEOR COGNITIVE SYSTEM, “ I LIKE TO THINK ABOUT STEREO SYSTEM”

12. 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.

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. 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.:

15. 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.