week 3: cognition Flashcards
Consumer decision-making into 3 sets
awareness set:
- inept (reject product based on nega info)
- incept (neutral)
- choice (product you choose from
unawareness set
bottom up
features of stimuli: stands out
top down
prior conceptual knowledge: bigger goals: love, happiness
declarative knowledge
meanings that consumers construct to represent important info they encounter in their environment (link between 2 or more concepts) see an apple, know it is an apple (it is learned)
-a piece of information that a person is aware of knowing, such as the author of their favorite book
episodic knowledge
based on occurred events
semantic knowledge
general world knowledge
procedural knowledge
cognitive representation of how to do things (riding bike)
-being aware of the steps needed to complete a task or a job
schema
network of interrelated meanings that represents person’s declarative knowledge about concept
script
network of knowledge that contains procedural knowledge
similarity vs theory based categorization models
similarity: bottom up: stimulus driven
theory: top-down: goal derived (breakfast)
3 different models of similarity-based categorization
- classical view: need to have all features to be part of category (strict)
- prototype view: need to look similar, doesn’t need to have all features (1 certain dog)
- exemplaar view: several exemplars are within category, so there a variety of representatives (dogs)
levels of generality
- superordinate category: abstract, fruits
- basic level category: apple
- subordinate category: finer distinction: Granny Smith apple
the higher the specificness, the less distinctiveness within 1 category
prototypically
= graded structure within categories
- range of prototypically (Car with 3 wheels is still a cars)
- can change over time: definition over time
new product to categroy
- straightforwards categorization
- assimilation (force within existing knowledge)
- accommodation (adjust existing knowledge)
- re-categorise (find new category)
- evaluate on attribute-by-attribute basis (look at every piece: takes a lot of effort, not much done)
Model of Anderson
- assimilation: unconfirmed expectation of performance create state of discomfort –> reduce discomfort by changing perception
- contrast: surprise lead to exaggeration of difference between expected and actual performance –> larger discrepancy
- assimilation contrast: the SIZE of the discrepancy determines how people deal with this. small –> within latitude of acceptance –> assimilation (latitude of acceptance). large –> not acceptable –> exaggerated (within latitude of rejection)
generalised negativity on performance and expectations
failure to predict characteristic of future experience induces a negative state that generalizes to object in the environment –> always negative if deviation
curiosity explanation of performance and expectations
people are accustomed to certain levels of stimulation
- small deviations render the stimulus interesting, pleasant and hence positive affect, interesting
- if deviation is too much, then negative affect, neophobia
Mandler’s theory
(beer in carton)
moderate levels of schema incongruity lead to more positive product evaluations that matches. See difference as surprise, positive product evaluation
- difference too small –> doesn’t notice –> negative
- difference too big –> too much effort, need to adjust too much –> negative
3 different types of goals
- consumption goals: choosing products for benefits
- criterion goals: other goals than personal pleasure: pleasing others, express uniqueness
- process goal: independent of what option, want to enjoy process, or limited effort
underlying processes of goal activation
- cognitieve organization of associative networks (goals connected to lower means: both activated)
- spread activation
- transfer mechanism (quality and magnitude of positive feelings towards goal become more associated with their means)
2 components og goal activation
- chronic goal activation: longer term, stable, differences between goals and individuals
- temporary goal activation: consequences of direct activation, or during previous decision, or achieving your goal or not
means-to-goal-activation
normal goal activated, then means are activated, but here other way around
- drink coffee, goal to be productive becomes important
goal competition
goals competing for your attention
goal fluctuation
- depending on situations, goals fluctuate
- consumers unaware of the dynamic nature of their goals
- once fulfilled, it frees up space for other goals
multifinal means
- same means serves more than 1 goal
- difficult to find means with same goal
- you have to comprise to combine it –> might not be effective and less satisfying
sequential goal pursuit
do one goal after the other (can’t do 2 together)
initial goal-based choice/ goal process or commitment
choice 1: influence is goal process –> effort shift towards other goals –> goal incongruent choice (had good process, ready to watch Netflix now)
choice 2: inferno is goal commitment –> maintain or increase effort –> goal congruent choice (goal achieved, study harder)
construal level theory
people mentally construe events
- when near: in terms of low level, detailed and contextualized features
- when distant: in terms of high level, abstract, stable chracteristics
–> guide behavior
low level= unstructured, contextuaalised, detailed, incidental features
- secondary features
- how (feasibility)
- pragmatism
- mostly happens at consumers
- sensory features (sustainability vs. money)
high level= schematic, decontextualized, extract summary, abstract
- primary features
- why (desirability)
- idealism
- idealistic features (sustainability vs. money)
psychological distance when
- time (now vs later)
- space (near vs far)
- social distance (both social or power similarity)
- hypothetically (probability to happen)
