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.