week 3: cognition

Question 1

Consumer decision-making into 3 sets

Answer 1

awareness set:
- inept (reject product based on nega info)
- incept (neutral)
- choice (product you choose from
unawareness set

Question 2

bottom up

Answer 2

features of stimuli: stands out

Question 3

top down

Answer 3

prior conceptual knowledge: bigger goals: love, happiness

Question 4

declarative knowledge

Answer 4

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

Question 5

episodic knowledge

Answer 5

based on occurred events

Question 6

semantic knowledge

Answer 6

general world knowledge

Question 7

procedural knowledge

Answer 7

cognitive representation of how to do things (riding bike)
-being aware of the steps needed to complete a task or a job

Question 8

schema

Answer 8

network of interrelated meanings that represents person’s declarative knowledge about concept

Question 9

script

Answer 9

network of knowledge that contains procedural knowledge

Question 10

similarity vs theory based categorization models

Answer 10

similarity: bottom up: stimulus driven
theory: top-down: goal derived (breakfast)

Question 11

3 different models of similarity-based categorization

Answer 11

1. classical view: need to have all features to be part of category (strict)
2. prototype view: need to look similar, doesn’t need to have all features (1 certain dog)
3. exemplaar view: several exemplars are within category, so there a variety of representatives (dogs)

Question 12

levels of generality

Answer 12

1. superordinate category: abstract, fruits
2. basic level category: apple
3. subordinate category: finer distinction: Granny Smith apple

the higher the specificness, the less distinctiveness within 1 category

Question 13

prototypically

Answer 13

= graded structure within categories
- range of prototypically (Car with 3 wheels is still a cars)
- can change over time: definition over time

Question 14

new product to categroy

Answer 14

1. straightforwards categorization
2. assimilation (force within existing knowledge)
3. accommodation (adjust existing knowledge)
4. re-categorise (find new category)
5. evaluate on attribute-by-attribute basis (look at every piece: takes a lot of effort, not much done)

Question 15

Model of Anderson

Answer 15

1. assimilation: unconfirmed expectation of performance create state of discomfort –> reduce discomfort by changing perception
2. contrast: surprise lead to exaggeration of difference between expected and actual performance –> larger discrepancy
3. 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)

Question 16

generalised negativity on performance and expectations

Answer 16

failure to predict characteristic of future experience induces a negative state that generalizes to object in the environment –> always negative if deviation

Question 17

curiosity explanation of performance and expectations

Answer 17

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

Question 18

Mandler’s theory

Answer 18

(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

Question 19

3 different types of goals

Answer 19

1. consumption goals: choosing products for benefits
2. criterion goals: other goals than personal pleasure: pleasing others, express uniqueness
3. process goal: independent of what option, want to enjoy process, or limited effort

Question 20

underlying processes of goal activation

Answer 20

• 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)

Question 21

2 components og goal activation

Answer 21

1. chronic goal activation: longer term, stable, differences between goals and individuals
2. temporary goal activation: consequences of direct activation, or during previous decision, or achieving your goal or not

Question 22

means-to-goal-activation

Answer 22

normal goal activated, then means are activated, but here other way around
- drink coffee, goal to be productive becomes important

Question 23

goal competition

Answer 23

goals competing for your attention

Question 24

goal fluctuation

Answer 24

• depending on situations, goals fluctuate
• consumers unaware of the dynamic nature of their goals
• once fulfilled, it frees up space for other goals

Question 25

multifinal means

Answer 25

• 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

Question 26

sequential goal pursuit

Answer 26

do one goal after the other (can’t do 2 together)

Question 27

initial goal-based choice/ goal process or commitment

Answer 27

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)

Question 28

construal level theory

Answer 28

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)

Question 29

psychological distance when

Answer 29

• time (now vs later)
• space (near vs far)
• social distance (both social or power similarity)
• hypothetically (probability to happen)