Mar 3503 Lecture Notes - Lecture 12: Spreading Activation
Document Summary
Different types of psychological responses consumers can have in a consumer environment. Consumers can have both affective and cognitive responses to any element in the wheel of consumer. Basic characteristics of the affective system are: Little direct control over their affective responses. Respond to virtually any type of stimulus. Thoughts and meanings produced by the cognitive system, as well as to mental processes of: Major functions of people"s cognitive systems are: To interpret, make sense of, and understand significant aspects of their personal experiences. To process these interpretations or meanings in carrying out cognitive tasks. Exhibit 3. 3 - types of meanings created by the cognitive system. Affect is largely influenced by the cognitive system. Affective and cognitive systems are highly interdependent. Exhibit 3. 4 - relationship between the affective and cognitive systems. Marketers must understand affective and cognitive responses to strategies such as product design, advertisement, and store layout.
