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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.
SO IT REFERS TO ALL THESE MENTAL PROCESSES, AS WELL AS THOUGHTS AND MEANI G PRODUCE BY COGNITIVE SYSTEM.
ENVIRONMENTENVIRONMENT
AFFECTIVE SYSTEM
AFFECTIVE SYSTEM
COGNITIVE SYSTEM
COGNITIVE SYSTEM
AFFECTIVE RESPONSESAFFECTIVE RESPONSES COGNITIVE RESPONCESCOGNITIVE RESPONCES
EMOTIONSFEELINGMOODSEVALUATION
KNOWLEDGEMEANINGBELIEFS
• 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.
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.
• 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.
PURCHASE BEHAVIOUR IS COMPLEX FUNCTION OF:::::::::::::
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
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.
5 BASIC CHARACTERISTIC OF AFFECTIVE SYSTEM
1. IS LARGELY REACTIVE2. 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.
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.
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
CONTINUE….
• 5. CONSUMER AFFECTIVE SYSTEM CAN RESPOND TO THOUGHTS PRODUCE BY THEOR COGNITIVE SYSTEM,– “ I LIKE TO THINK ABOUT STEREO SYSTEM”
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.
3.PLANNINGDETERMINGH HOW TO SOLVE PROBLEM TO REACH A GOAL4.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:
FUNCTION OF C. SYSTEM: TO INERPRET, MAKE SENCE OF AND UNDERSTANDING SIGNIFICANT ASPECTS OF THEIR PERSONAL EXPERIENCES:
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.:
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.