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Consumen Behaviour

In: Business and Management

Submitted By analuthfi
Words 12758
Pages 52
Section 2

AFFECT AND COGNITION AND MARKETING STRATEGY

Chapter 3. Introduction to Affect and Cognition

Chapter 4. Consumers’ Product Knowledge and Involvement

Chapter 5. Attention and Comprehension

Chapter 6. Attitudes and Intentions

Chapter 7. Consumer Decision Making

Chapter 3

INTRODUCTION TO AFFECT AND COGNITION

Authors' Overview of the Chapter

This is the introductory chapter on consumers' affect and cognition, and it provides a foundation for the rest of this section. Students need to understand the basic concepts presented here in order to apply them throughout the course.

We begin the chapter by briefly reviewing the four elements in our basic model, the Wheel of Consumer Analysis. Then we discuss in some detail two broad, internal aspects of consumers' responses--affect and cognition. We describe affect and cognition in terms of two psychological systems that sense, interpret, and respond to information in the environment. The affective and cognitive systems can be thought of as essentially independent, yet highly interrelated modes of psychological response.

Affect. Affect concerns people's feelings and emotional reactions. We identify four types of affective responses--emotions, strong feelings, moods, and evaluations--that vary in intensity and level of arousal (see Exhibit 3.2, p. 42). We emphasize that the affective system is largely reactive. That is, the affective system produces various types of affective responses in reaction to stimuli to which it is exposed. Most people have little control over their affective responses, which for the most part, seem to be elicited automatically. People can have affective responses to external stimuli in the environment, to their own behaviors, and even to their own cognitions or...

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