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Consumer Affect
Definition A consumers feelings about stimuli and events. The product of the affective system
Largely reactive
Responds immediately Responds automatically Responses often felt physically in the body
Moods
Evaluations
Weaker
Consumer Cognition
Definition The mental structures and processes involved in thinking, understanding, and interpreting stimuli and events.
Affective System
Cognitive System
Integrate
To combine the interpreted knowledge to judge or decide action
Spreading Activation
Triggering of related concepts.
Limited Capacity
Only a portion of knowledge is active at any time.
Accelerated Learning
Routine decisions become less deliberate
Types of Knowledge
General Knowledge Concerns peoples interpretations of relevant information in their environments.
Types of Knowledge
General Knowledge Concerns peoples interpretations of relevant information in their environments. General knowledge is stored in memory as propositions that link or connect two concepts.
Example 2: having a
Clothing store
Sale
Types of Knowledge
Procedural Knowledge
Knowledge that is stored in memory as a production or as knowledge about relationship between situations and behavior.
Types of Knowledge
Procedural Knowledge
A production is a special type of if, then proposition that links a concept or event with the resulting appropriate behavior.
Do no answer it
Organization of Knowledge
Knowledge structures
Link knowledge about related concepts together
Jordan Hanes
Swoosh
Nike
Peewee Football
Great Style
Costs a ton
Boink! Comfortable
Scripts
Organized routines of behavioral knowledge
E.g., sequence of behaviors in a grocery store.
Cognitive Learning
Occurs when consumers interpret information and create new knowledge or meaning
Via direct product-related experiences Via others product experiences Via product-related information in the media
Changes to Knowledge
Accretion
Slowly and gradually add to existing knowledge
Tuning
Addition of new knowledge to old that creates new meanings
Restructuring
Creation of entirely new knowledge structures or radical revision of existing knowledge.