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http://video.pbs.org/video/1757221034
Magic and the Brain
Wheel of Consumer Analysis
Customer Decision Marking
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Information Processing 1
The Wheel of
Consumer Analysis
Marketing
Marketing
Strategy
Strategy
Environment
The dynamic interaction of
• affect and cognition,
• behavior, and
• environmental events
by which human beings
conduct the exchange
aspects of their lives.
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Affect and Cognition
• Affect and cognition are different types of
psychological responses customers can
have in a customer environment.
• Customers can have both affective and
cognitive responses to any element in the
Wheel of Consumer Analysis.
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The Wheel of
Consumer Analysis
Affect
A consumer’s
feelings about
stimuli and
events.
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Basic Characteristics of
the Affective System
A person’s affective system usually responds
immediately and automatically to significant
aspects of the environment.
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The Wheel of
Consumer Analysis
Cognition
The mental structures
and processes
involved in
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Consumer Cognition
A major function of cognitive systems is to
interpret, make sense of and understand
significant aspects of personal experience.
•
•
•
•
•
Understanding
Evaluating
Planning
Deciding
Thinking
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The Relationship Between the Affective
and Cognitive Systems
Environment
Affective
System
Cognitive
System
Affective
Responses
Cognitive
Responses
Emotions
Feelings
Moods
Evaluations
Knowledge
Meanings
Beliefs
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The Wheel of
Consumer Analysis
Behavior
The physical actions of
consumers that can be
directly observed and
measured by others.
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The Wheel of
Consumer Analysis
Environment
Everything external to
customers that
influences what they
think, feel, and do.
Environment
It is the medium in which
stimuli are placed to
influence customers.
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The Wheel of
Consumer Analysis
Marketing Strategy
Marketing
Strategy
A plan designed to
influence exchanges
to achieve
organizational
objectives.
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Marketing Strategy
A set of stimuli placed in consumers’
environments designed to influence
their affect, cognition, and behavior.
Typically, a marketing strategy is
intended to increase the
probability or frequency
of certain customer behaviors.
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Cognitive Processes in Customer Decision Making
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Important Cognitive Processes in
Consumer Decision Making
1. Interpret relevant information in the environment
to create personal knowledge or meaning
2. Combine or integrate this knowledge to evaluate
products or possible actions and to choose among
alternative behaviors
3. Retrieve product knowledge from memory to use
in integration and interpretation processes
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Types of Knowledge
1. General Knowledge
Concerns people’s interpretations
of relevant information in their
environments.
General knowledge is stored in
memory as propositions that link
or connect two concepts.
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Examples of General Knowledge
Example 1: Semantic
are
Expensive
Nikon cameras
Example 2: Episodic
was
fun
Texas weekend
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Types of Knowledge
2. Procedural Knowledge
Knowledge that is stored in
memory as a production.
A production is a special type of “if…,
then…” proposition that links a concept
or event with the resulting appropriate
behavior.
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Examples of Procedural Knowledge
Example 1:
Dissatisfied with
the service of a
restaurant
Do not leave a
tip
Example 2:
If the phone rings
when you are
busy
Do not
answer it
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Information Processing
and Memory Stores
External
Stimuli
Input
Sensory
Memory
(Senses)
Working
Memory
(Shortterm
Store)
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Long-term
Memory
(Assoc.
Network)
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External
Stimuli
Input
Sensory
Memory
(Senses)
Working
Memory
(Short-term
Store)
Long-term
Memory
(Assoc.
Network)
Processing
1. Typical
2. Special
• Rehearsal
• Chunking
External
Stimuli –
Sensory
input
Sensory Memory Receptors –
Gathers of external stimuli
Forgotten; Lost
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External
Stimuli
Input
Sensory
Memory
(Senses)
Working
Memory
(Short-term
Store)
Long-term
Memory
(Assoc.
Network)
Recall (Retrieval, Activation)
The process by which knowledge structures are
formed and changed as consumes interpret new
information and acquire new meanings and beliefs
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Spreading Activation
Usually unconscious and occurs as
interrelated parts of a knowledge
structure that may be activated during
interpretation and integration processes
(or even daydreaming)
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External
Stimuli
Input
Sensory
Memory
(Senses)
Working
Memory
(Short-term
Store)
Long-term
Memory
(Assoc.
Network)
Integration
Combining knowledge to
for attitude and decision
judgments
Interpretation
Make sense of or determine the meaning
of the environment and one’s own
behaviors and internal affective states
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Customer Reality is Not Always the Same
as Objective Reality
• Reference Price (Point of Comparison)
• Spending vs Saving
• Endowment Effect
• Inertia vs Change
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External
Stimuli
Input
Sensory
Memory
(Senses)
Working
Memory
(Short-term
Store)
Long-term
Memory
(Assoc.
Network)
Associative Network -- An organized structure
of knowledge, meanings, and beliefs about
some concept such as a brand.
Nodes (concepts)
Links (beliefs)
Each meaning concept (node) is linked to other
concepts (nodes) to form a network of
associations
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ASSOCIATIVE NETWORK
Longwearing
tread
Can wear
with jeans,
too
Color
Nike Running
Shoes
Swoosh
symbol
Status
brand
Wear
cushioned
socks
Cost $94
Lace
shoes
tightly
How to
run
lightly
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Weight
Cushioning
Feeling
after a long,
hard run
Tired
Proud
Relaxed
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External
Stimuli
Input
Sensory
Memory
(Senses)
Working
Memory
(Short-term
Store)
Long-term
Memory
(Assoc.
Network)
Learning Processes
The process by which knowledge
structures are formed and changed as
consumes interpret new information and
acquire new meanings and beliefs
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Cognitive 1. Accretion - Adding new meaning and beliefs
Learning to existing knowledge structures
Longwearing
tread
Can wear
with jeans,
too
Color
Nike Running
Shoes
Swoosh
symbol
Status
brand
Wear
cushioned
socks
Cost $94
Lace
shoes
tightly
How to
run
lightly
PBB#2
Weight
Cushioning
Feeling
after a long,
hard run
Tired
Proud
Relaxed
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Cognitive
Learning
2. Tuning - Parts of a knowledge structure are
combined and given a new, more abstract meaning
Longwearing
tread
Can wear
with jeans,
too
Color
Cost $94
Nike Running
Shoes
Swoosh
symbol
Status
brand
Wear
cushioned
socks
At Wilson
Sporting
Goods
Lace
shoes
tightly
How to
run
lightly
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Weight
Cushioning
Feeling
after a long,
hard run
Tired
Proud
Relaxed
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Cognitive
Learning
3. Restructuring
Nike Shoes
Revising an entire associative network by
reorganizing an old knowledge and creating
entirely new meanings
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Cognitive Learning
Frequency
Complexity
1. Accretion
2. Tuning
3. Restructuring
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Information Processing and Memory Stores
Activation
Retrieval
External
Stimuli
Input
Sensory
Memory
(Senses)
Rehearsal
Chunking
Forgotten;
lost
Working
Memory
(Shortterm
Store)
Forgotten;
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Accretion
Tuning
Restructuring
Long-term
Memory
(Assoc.
Network)
Unavailable
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Associative Network
Moderately
Sweet
Caffeine
Sweet
Tasty
Cola
Flavor
Lem/Lime
Pepsi
Caramel
Color
Lem/Lime
Tasty
Sprite
Clear
Cola
Flavor
Fizz/ReFreshing
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Caffeine
Free
33
Associative Network
Moderately
Sweet
Caffeine
Sweet
Tasty
Cola
Flavor
Lem/Lime
Pepsi
Caramel
Color
Lem/Lime
Tasty
Sprite
Clear
Cola
Flavor
Poor Cola
Taste
Fizz/ReFreshing
Pepsi
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Crystal
Caffeine
Free
34
Associative Network
Moderately
Sweet
Sweet
Caffeine
Tasty
Cola
Sprite
Clear
Cola
Flavor
Diet
Pepsi
Woman’s
Drink
Flavor
Lem/Lime
Pepsi
Caramel
Color
Lem/Lime
Tasty
Fizz/ReFreshing
Caffeine
Free
Sugar
Free
After
Taste
Moderately
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Tasty Cola
35
Associative Network
Moderately
Sweet
Sweet
Caffeine
Tasty
Cola
Sprite
Clear
Cola
Flavor
Diet
Pepsi
Woman’s
Drink
Flavor
Lem/Lime
Pepsi
Caramel
Color
Lem/Lime
Tasty
Fizz/ReFreshing
Caffeine
Free
Sugar
Free
After
Taste
Pepsi
One
Moderately
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Tasty Cola
Man’s
36
Drink