Consumer Behavior Chapter 3 - Introduction to Affect and Cognition

Characteristics of Cognitive System

- Activation - Unconscious and automatic - Positivity breeds positive thoughts and negativity breeds negative thoughts. - Limited Capacity - Automatic Processing (Become more habitual and routine over time.)

Two Types of General Knowledge

- Episodic Knowledge Cognitive representation of specific events in a person's life. - Semantic Knowledge The general meanings and beliefs people have acquired about their world.

The Affective System

- Largely Reactive - Automatic Responses - Felt physically - Can respond to any type of stimulus - Are mostly learned

Cognitive Actions

- Understanding - Evaluating - Planning - Deciding - Thinking

Node

A Long-Term Memory center that represents a word, idea, or concept.

Characteristics of Short-Term Memory

A.K.A. working memory Limited in capacity. Where info is temporarily stored while being processed. Rehearsal can be used to refresh STM, as when silently repeating a number prior to dialing.

Procedural Knowledge

Concern the various types of knowledge, meanings, and beliefs about products that are stored in consumers' memories and has the ability to influence interpretation and integration processes.

General Knowledge

Knowledge about one's environment and behaviors.

Sensory Register Characteristics

Preattention stage, brief analysis to determine if additional processing capacity should be devoted. Amount of information Very limited in capacity Duration Briefly hold (fractions of seconds) information inputs. Speed Very quickly

Product Involvement

Refers to the personal relevance of a product in consumer's lives (the importance)

Knowledge From Memory

Sensory - Preattention stage, brief analysis to determine if additional processing capacity should be devoted to stimulus Short-Term - Where information is actively processed Long-Term - Where information is stored after encoding for later retrieval

Linkage

The means of association between nodes

Retrieval

The process of accessing information stored in long-term memory so that it can be utilized in short-term memory

Encoding

The process of transferring information from short- to long-term memory for permanent storage

Sensory Register

The set of brands that a consumer may choose from. A cognitive structure that represents a person's knowledge about a given object or behavior.

Short-Term Memory

Where information is active processed.

Long-Term Memory and Knowledge

Where information is stored after encoding for later retrieval. Characteristics: Essentially unlimited capacity Holds information for long periods of time Can store information permanently