CB4
Representations of Cognitive Learning
Generic States of CL: Knowledge, Evaluation, Behavior
AIDA
Innovation Adoption: Awareness, interest and evaluation, Trial and Adoption
Consumer Decision Making: Need Recognition, Search and Evaluation, Purchase and Post-Purchase Evaluation
Customer Journey: Consider, Evaluate, Buy and Post-Purchase Experience
Spreading Activation
Brand Specific: claims from brand
Ad specific: content of ad
Brand Identification: Brand name
Product Category: how / where it works
evaluative reactions: positive / negative emotions
Problems with memory measures
Response Bias
Memory Lapses (omitting facts, averaging)
Telescoping
Illusion of truth effect.
emotion triggered by type, strength (degree of arousal) und direction (valence)
Russels circumplex Modell > strength and valence
Basic Human Emotion
Anger --> Price Gouging, Insider trading
Disgust: political ad, comparisons to competitors, inferior products
fear --> insurances, warranties
happiness --> customer service. customizing products,
sadness --> comfort foods, charitable donations
surprise--> purchase discount, surprise perks
measuring emotion
self-reporting
PANAS - Positive and negative affect schedule
PAD - Pleasure Arousal Dominance
autonomic measures
GSR - Galvanic skin response
fMRI - Functional Magnetic Resonance Imaging
Facial Recognition
Cognitive Appraisal theory
Ageny: responsibility one self for outcome of the event: waiter sneezes in food / disgust
Anticipation: thoughts on the future, Warten bei Doctor / worry
Equity: focus on the thought of fairness of an event, competitor, better service --> anger
Outcome appraisal: how goal turned out relative to goals Inappropriately dressed / Embarassement, Consumer wins contest --> Joy
emotions: function of perception, sensation and cognition
emotional contagion: extent influence emotional state of an observing bystander
mirror neuron effect: activate emotion through seeing someone