consumer behavior chapter 3

what certain colors are known for?

-red - affective feelings of excitement. used in lipstick -pink - limits anger or aggression. Used in principles offices or jails -yellow - fasted color for eye to see because of electrochemical reactions. used with signs -blue - most peoples favorite color. Associated with calm

two types of knowledge structures schemas and scripts

-schemas - contain mostly episodic and semantic general knowledge -scripts - organized networks of procedural knowledge. Things we just know we come into and you always take these steps without thinking much. Our system organizes this and we just do it

interpreting information about products and services can results in three types or levels of cognitive learning

1. accretion - as consumers interpret info they add new knowledge meanings and beliefs to their existing structures 2. tuning - knowledge structures. tend to become larger and more complex. Tuning occurs when they are combined and given a new overall meaning 3. restructuring - involves the revision of the entire associative network of knowledge, which might include creation of entirely new meaning structures and or reorganization of an old knowledge structure

consumers can learn about products in what 3 ways

1. direct personal use - (samples, trials, quick drive) 2. vicarious product experiences (seeing other people using or wearing them) 3. consumers interpret product related information from the mass media

what are the 4 types of broad affective responses?

1. emotions - stronger affective responses that can involve physiological responses (heart rate, sweat) 2. specific feelings - somewhat less intense physiological reactions (sad when brother leaves) 3. Moods - involve lower level of felt intensity, Robert was bored with the book) 4. Evaluations - fairly week affective responses to low levels of arousal (I like Colgate toothpaste)

general knowledge can be two types

1. episodic - concerns specific events in ones life 2. semantic - personal meanings and beliefs. (features of a product like appearance, weight, etc.)

what are the two types of knowledge

1. general knowledge - concerns peoples interpretations of relevant information in their environments. It is stored in memory as links or connections between 2 concepts. 2. procedural knowledge - about how to do things. it is stored in memory as a special type of if...then... link. (if the phone rings when you are busy don't answer it)

what are the 3 important cognitive process in consumer decision making

1. interpret relevant information to create personal knowledge or meaning 2. must combine or integrate this knowledge to evaluate products or possible actions and to choose among alternative behaviors 3. consumers must retrieve product knowledge from memory to use in integration and interpretation process

5 basic characteristics of of the affective system

1. the affective system is largely reactive. It cannot plan, make decisions, or achieve some goals. It responds automatically and immediately 2. people have little direct control over affective responses - feelings produced happen without choice (frustrated with sales clerk) 3. affective responses are felt physically in the body - butterflies in stomach with important decision 4. affective systems can respond to virtually any type of stimulus 5. most affective responses are learned through classical conditioning process. Through growing up, family, etc.

integration processes concern how consumers combine different types of knowledge...

1. to form overall evaluations of products, other objects, and behaviors 2. to choose among alternative behaviors, such as a purchase.

the cognitive system has two jobs what are they?

1. to interpret, make sense of, and understand specific aspects of their personal experience. The system creates symbolic subjective meanings. 2. to process these interpretations or meanings in carrying out cognitive tasks such as identifying goals and objectives, developing and evaluating alternative course of actions to meet hose goals, choosing a course of action, and carrying out those goals.

unconscious

another important characteristic of our cognitive system is that is mostly operates unconsciously. Much is activated from memory without much work

associated networks

are cognitive system creates them to organize and link many types of knowledge together

what 4 elements are used to analyze consumer behavior situations?

behavior, environment, marketing strategies, and the internal factors of affect and cognition

attention

governs how consumers select which information to interpret and which information to ignore

product involvement vs product knowledge

involvement - refers to the personal relevance off a product in consumers' lives knowledge - can be activated from memory and influence interpretation and integration processes

what is cognition?

it is the mental thinking of responses or knowledge about it from past memories etc. Think of this as thoughts or beliefs

what is cognition and what does it perform?

it is the mental thinking of responses or knowledge about it from past memories etc. Think of this as thoughts or beliefs. The 5 parts are: -understanding: interpreting the meanings of specific aspects of ones environment -evaluating: judging whether something is good or bad basically -planning: determine how to solve a problem or reach a goal -deciding: comparing solutions and selecting the best one -thinking: the cognitive activity that occurs during all of these processes

knowledge, meanings, and beliefs can be stored and used for what

later retireved from memory (activated) and used in integration process

affect and cognition

most of this is done with little awareness in the background of our minds. We interpret, see, and make decisions with little effort.

cognitive learning

occurs when people interpret information in the environment and create new knowledge or meaning

metaphors

our minds operate by manipulating metaphors as we think, plan, and decide. They represent one thing in terms to something else. It can communicate both cognitive and affective meanings about a brand or a company. This is why they are critical components of effective marketing strategies. It is important to choose the right one to communicate the strategic meaning to customers

marketing strategies that companies can use

pricing, promotion, design, packaging, etc that are environmental stimuli that are meant to influence consumers' affect and cognition and their behavior

typically marketers are most concerned about what behavior?

purchasing because this is the only way to complete the sale. IN a grocery store it is picking it up, putting it in the cart, and paying for it

comprehension

refers to how consumers determine the subjective meanings of information and thus create personal knowledge and beliefs

activation

refers to how product knowledge is retrieved from memory for use in interpreting and integrating information. It also operates when consumers intentionally try to recall certain bits of knowledge such as the location of a particular shop in the mall

interpretation process

requires exposure to information and involves two related cognitive processes, attention and comprehension

satisfaction and brand image

satisfaction contains both elements of affect (feeling pleased or liking the product) and cognition (knowing why you like it). Brand image includes knowledge and beliefs about brands attributes, the consequences of using it, and appropriate consumption situations, as well as feelings and emotions.

what are some environmental factors that affect decision making?

size of isles, temperature, people talking, signs, other customers, salesman, etc

information processing models

these are models used to identify a sequence of cognitives processes in which each process transforms or modifies information and passes it on th the next process, where additional operations take place

how are affect and cognition related?

they involve different parts of the brain but they are richly connected by neural pathways. So each system effects each other. 1. Each system can react differently to aspects of the environment, and each can react to the output of the other system. 2. consumers affective reactions to the environment can influence their cognition during decision making. (good mood can help purchase more) 3. consumers cognitive interpretations of information in the environment can trigger affective responses ((oh is that a jeep, I like that)

what is affect?

this is the feeling responses like emotions. This is something that people ARE or something they feel. so they are hungry, sad, mad, satisfied, etc. Seen as part of the person at the time they experience it