A Framework for Consumer Analysis

Affect, Cognition and Behaviour

Session 3

Recap Session 1
Actionable insights for marketing
Could be untested assumptions, generalizations
theory of marketers that drive action
Teenage psychology and how teenagers respond
to marketing persuasion
What do we know about teenagers?
How do we learn?

The power of embarrassment

Recap Session 2
Consumption Roles
Complex nature of consumption

There are many diverse consumption phenomena

beyond functional and utilitarian

Hedonic
Symbolic
Impulsive
Habits , Rituals, conditioning and buying Inertia
Herd behaviour and Imitation , Vicarious consumption
Consumers can develop relationships with brands

Recap Session 2 Contd.

Marketings Influence on Society
Consumption is very pervasive and Marketing is a
powerful social force
Blurred boundaries between marketing efforts
and the real world
What is the influence of marketing on the Society?
Is it all positive?
Consumer addictions, materialism

Anti-Consumption
Does consumption enhance happiness

Consumption and society

Marketing is a most potent social force
Compulsive consumption
Consumer addictions
Consumer materialism
Consumer objectification
Consumerism
Consumer activism
Anti-consumption
1- 5

Consumer Behavior
There is no ONE Insight
There are many
Different people may choose same product for
different reasons
Different people may choose different products for
the same reason

People are different and their consumption

patterns and preferences are also different
Many marketers can be equally successful with
different approaches
Look at differences and Look at similarities

Consumption
Consumption is certainly Utilitarian
Maximizing utility

Consumption is an Experience
Process is equally important as the outcome

Consumption is Integration
Consumption is a social process of belonging

Consumption is Classification
We are what we consume

Consumption is Play
A game

Affect and Cognition and Behaviour

Types of mental responses to stimuli and events
in the consumer environment
Affect
A state of Mind
Feeling responses

Cognition
Mental process
Thinking responses

Behavior
Overt or Covert

Cognition and Affect : Are they independent?

Affect
Emotion to Mood
Joy, Love, Fear, Guilt, Anger, Warmth, Disgust,
Sadness, Calm, Blue, Boredom, Dislike,
Melancholy
Positive and negative
Strong or Weak
Innate or learned

Mental Biases

Affect
Largely Reactive
Cannot plan and direct

Little direct control over affect

But can cope by bringing in the cognitive system
Manage emotions

Often experienced physically

Anxiety, adrenalin

Directed towards different stimulus

Brands, people, own behaviors, own thoughts

Cognition
Awareness of Cognition
Cognition as information processing

Cognitions of
physical stimuli
Social stimuli
Symbolic meanings
Sensations
Interpretations of behaviors
Analysis of affect states

ABC Model
Affect: the way a consumer feels about an
object.
Behavior: persons intentions to do
something with regard to an object.
Cognition: beliefs a consumer has about an
object.

Hierarchies of Effects

How do you fall in Love?

Hierarchies of Effects

Cognition > Affect > Behaviour

Cognition > Behaviour > Affect
Affect > Behaviour > Cognition
Affect > Cognition > Behaviour
Behaviour > Affect > Cognition

Cognition > Affect > Behaviour

Cognition > Behaviour > Affect

Affect > Behaviour > Cognition

Affect > Cognition > Behaviour

Behaviour > Affect > Cognition