11 wheel of consumer analysis customer decision marking information processing wheel of consumer...

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Wheel of Consumer AnalysisCustomer Decision Marking

Information Processing

Wheel of Consumer AnalysisCustomer Decision Marking

Information ProcessingPBB#2

http://video.pbs.org/video/1757221034Magic and the Brain

http://video.pbs.org/video/1757221034

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The Wheel ofConsumer Analysis

Environment

Beh

avior

Affect

&

Cognition

Marketing Strategy

The dynamic interaction of• affect and cognition, • behavior, and • environmental events

by which human beings conduct the exchange aspects of their lives.

Marketing

Strategy

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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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Aff

ect &

C

ogni

tion


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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Aff

ect &

C

ogni

tion


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

Affective Responses

EmotionsFeelingsMoods

Evaluations

Affective System

CognitiveSystem

Environment

CognitiveResponses

KnowledgeMeanings

Beliefs

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Beh

avior


Behavior

The physical actions of consumers that can be directly observed and measured by others.

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Environment


Environment

Everything external to customers that

influences what they think, feel, and do.

It is the medium in which stimuli are placed to influence customers.PBB#2

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Marketing Strategy

A plan designed to influence exchanges

to achieve organizational

objectives.

Marketing Strategy

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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

Texas weekend

fun

was

Example 2: Episodic

Nikon cameras Expensiveare

Example 1: Semantic

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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

Dissatisfied with the service of a

restaurant

Do not leave a tip

Example 1:

Example 2:

If the phone rings when you are

busy

Do notanswer it

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Sensory Memory(Senses)


Working Memory (Short-term

Store)


Store)

Long-term Memory(Assoc.

Network)


Network)

ExternalStimuliInput

Information Processingand Memory Stores

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Forgotten; Lost

Processing

1.Typical

2. Special •Rehearsal•Chunking



Working Memory

(Short-term Store)

Working Memory

(Short-term Store)


Network)


Network)


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ExternalStimuli – Sensoryinput

Sensory Memory Receptors – Gathers of external stimuli

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Working Memory

(Short-term Store)

Working Memory

(Short-term Store)


Network)


Network)


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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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Working Memory

(Short-term Store)

Working Memory

(Short-term Store)


Network)


Network)


InterpretationMake sense of or determine the meaning of the environment and one’s own behaviors and internal affective states

IntegrationCombining knowledge to for attitude and decision judgments

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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



Working Memory

(Short-term Store)

Working Memory

(Short-term Store)


Network)


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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Cost $94 Weight

CushioningNike Running

Shoes

Feelingafter a long,

hard run

Proud

RelaxedTired

How torun

lightlyLaceshoestightly

Wearcushioned

socks

Color

Swooshsymbol

Statusbrand

Long-wearing

treadCan wearwith jeans,

too

ASSOCIATIVE NETWORK

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Working Memory

(Short-term Store)

Working Memory

(Short-term Store)


Network)


Network)


Learning ProcessesThe process by which knowledge structures are formed and changed as consumes interpret new information and acquire new meanings and beliefs

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Cost $94 Weight


Shoes


hard run

Proud

RelaxedTired

How torun


Wearcushioned

socks

Color

Swooshsymbol

Statusbrand

Long-wearing


too

Cognitive Learning

1. Accretion - Adding new meaning and beliefs to existing knowledge structures

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At WilsonSporting Goods

Cost $94 Weight


Shoes


hard run

Proud

RelaxedTired

How torun


Wearcushioned

socks

Color

Swooshsymbol

Statusbrand

Long-wearing


too

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2. Tuning - Parts of a knowledge structure are combined and given a new, more abstract meaning

Cognitive Learning

3. RestructuringCognitive Learning

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Revising an entire associative network by reorganizing an old knowledge and creating

entirely new meanings

Nike Shoes

Frequency Complexity

1. Accretion

2. Tuning

3. Restructuring

Cognitive Learning

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Store)


Store)


Network)


Network)


RehearsalChunking

AccretionTuning

Restructuring

ActivationRetrieval

Forgotten; lost

Forgotten; lost

Unavailable

Information Processing and Memory Stores

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Pepsi Sprite

Sweet ModeratelySweet

Fizz/Re-Freshing

ColaFlavor

TastyCola

CaramelColor

CaffeineTasty

Lem/Lime

Lem/LimeFlavor

Clear

CaffeineFree

Associative Network

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Pepsi Sprite


Fizz/Re-Freshing

ColaFlavor

TastyCola

CaramelColor

CaffeineTasty

Lem/Lime

Lem/LimeFlavor

Clear

CaffeineFree

PepsiCrystal

Poor ColaTaste

Associative Network

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Pepsi Sprite


Fizz/Re-Freshing

ColaFlavor

TastyCola

CaramelColor

CaffeineTasty

Lem/Lime

Lem/LimeFlavor

Clear

CaffeineFree

DietPepsi

Woman’sDrink

AfterTaste

SugarFree

ModeratelyTasty Cola

Associative Network

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Pepsi Sprite


Fizz/Re-Freshing

ColaFlavor

TastyCola

CaramelColor

CaffeineTasty

Lem/Lime

Lem/LimeFlavor

Clear

CaffeineFree

DietPepsi

AfterTaste

SugarFree

ModeratelyTasty Cola

Woman’sDrink

Man’sDrink

PepsiOne

Associative Network

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