Professional Documents
Culture Documents
Fall 2010
Week 2
Marketing Strategy
Consumer Environment
Affect-Cognition Interaction
Mood influences thinking
Positive mood
Broadens thought (e.g., leads to more inclusive categories) More likely to spend Hedonic goods
Negative mood
Narrows thought (e.g., narrower focus of fear and anger) Less likely to spend Utilitarian goods
Affect-Cognition Interaction
Cognitive appraisal influences emotion
Satisfaction with outcome depends on reference point, knowledge, and beliefs Stanley Schacters two factor theory Bridge study (Dutton & Aron, 1974)
Perceptual Fluency
For your next cup of coffee, choose Coffea. A gourmet blend at grocery store prices, Coffea provides an excellent value. In ground, whole bean and flavored varieties, Coffea is carefully blended and roasted to have moderate acidity. With 10 gourmet varieties available in both caffeinated and decaf. Each foil package is vacuumsealed for freshness. Try it for its nonbitter taste. For your next cup of coffee, choose Coffea. A gourmet blend at grocery store prices, Coffea provides an excellent value. In ground, whole bean and flavored varieties, Coffea is carefully blended and roasted to have moderate acidity. With 10 gourmet varieties available in both caffeinated and decaf. Each foil package is vacuum-sealed for freshness. Try it for its non-bitter taste.
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Input
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Interpretation processes
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Memory
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Integration processes
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Output
- Knowledge structures
-Behavior
Memory
Memory is critical to information processing What is memory? Storage facility: file cabinet of knowledge about products, services, shopping trips, and experiences Encoding: transferring info into memory Retrieval: remembering and accessing what is stored in memory
Beautiful
Powerful
Jaguar
Graceful
Rare
Exotic
Frequently accessed paths create stronger associations in memory, facilitating activation Schemas vs. scripts
Knowledge Structures
Schemas Episodic knowledge Semantic knowledge Strategic activation using cues (e.g., symbolic advertising) Scripts Procedural knowledge
Schema Volvo
reliability
Anti-lock brakes
Familyoriented
Me
traditional
Insurance Ad
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Knowledge Structures
Schemas Semantic knowledge Strategic activation using cues (e.g., symbolic advertising) Scripts Procedural knowledge
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Types of Memory
Sensory memory Short term memory Long term memory
Transfer of Information
Sensory memory
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Sensory Memory
Information that comes in through our senses Echoic memory: things we hear Iconic memory: things we see Information stored in its sensory from Very short-lived, 250 ms to 2 s Lost if not processed
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Take-Aways: Memory
Control quality and quantity of associations with product/service. Encourage consumers to elaborate on your message (transfer to long term memory). Be aware that consumers memories may not accurately represent their past experiences. Use ways to improve memory to help consumers remember positive information about your product.
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Road Map
Affect & cognition Interaction between affect and cognition Memory Continue with product-related cognitions Types of product knowledge Attributes, benefits, values Laddering interviews Levels of involvement Exposure, attention, and comprehension
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