Chapter 3: Introduction to Affect, Motivation and Cognition

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Chapter 3 Introduction to Affect, Motivation and
Cognition

• Applied Buyer Behavior Partha Krishnamurthy

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What is Affect?

• A persons feelings about stimuli.
• Events
• Brands
• Prices
• Experiences
• People
• Memories/Anticipations
• Actions
• Feelings!

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Why Care about Affect?

• Triggers dissatisfaction with current state of
  affairs
• Impacts how you define your need.
• Influences what you remember.
• Shapes where you shop.
• Impacts your impressions of products and
  marketing stimuli
• Colors the consumption experience.

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Nature of the Affective System

• Largely reactive
• Responds immediately
• Responds automatically
• Responses often felt physically in the body
• Responds to various stimuli
• Responses are often learned

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Structure of Affect and Affective Responses
High Arousal -- Energy
Emotions Anger, Guilt, Fear, Joy
Feelings Disgust, Sadness, Warmth, Appreciation
Unpleasant
Pleasant
Moods Blue, Bored, Alert, Relaxed, Calm
Evaluations Dislike, Bad, Good, Like
Low Arousal -- Energy
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What is Cognition?

• Plainly, thinking.
• Formally, the mental structures and processes
  involved in thinking, understanding, and
  interpreting stimuli and events.

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What Role does Cognition Play?

• Broadly, to interpret and make sense of the
  marketing environment, and, ones own responses
  to the marketing stimuli.
• Understanding interpreting, determining
  meanings
• Evaluating generating judgments
• Planning problem solving
• Deciding choosing among alternatives
• Thinking the actual cognitive process

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Cognition Produces

• Knowledge
• About products, advertisements relatively
  factual information.
• Meanings
• What is the significance to ones self.
• Beliefs
• Similar to knowledge, but more subjective, and
  more evaluative

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The Relationship Between the Affective and
Cognitive Systems
Environment
Affective System
Cognitive System
Affective Responses Emotions Feelings Moods Eval
uations
Cognitive Responses Knowledge Meanings Beliefs
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Kinds of Issues in Consumer Decision Making

• What product?
• Where to shop?
• What shows to watch?
• How much money to borrow?
• Which friend to consult?

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Basic Steps in Consumer Decision Making

• Interpret
• To create personal knowledge or meaning
• Integrate
• To combine the interpreted knowledge to judge or
  decide action
• Retrieve product/self knowledge
• To achieve the above two tasks

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A Model of Consumer Decision Making
Information in the environment
Interpretation Exposure,attention, and
comprehension
Memory Product knowledge and involvement
Consumer decision making
Knowledge, meanings and beliefs
Integration Attitudes and intentions
Behavior
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Characteristics of the Cognitive System

• Activation
• Knowledge that comes to mind
• 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

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Types of Knowledge

• General Knowledge
• What links two or more concepts.
• Nikon ---------makes---------professional
  cameras.
• Kmart ---------is having a---close out sale.
• Procedural Knowledge
• How to act, if-then links between situations
  and behavior.
• If shopping for home electronics----check out
  BestBuy.
• If satisfied with service -------leave a generous
  tip.

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Organization of Knowledge

• Knowledge structures
• Link knowledge about related concepts together

Hanes
Jordan
Swoosh
Great Style
Nike
Peewee Football
Costs a ton
Boink!
Comfortable
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Types of Organized Knowledge

• Schemas
• Organized network of general knowledge
• E.g., all you know about Nike.
• Scripts
• Organized routines of behavioral knowledge
• E.g., sequence of behaviors in a grocery store.

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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

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How Knowledge Changes

• 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.