Download Cognitive Mind View

CONSUMER BEHAVIOR; MKTG. 301
[Dr. Carter]
Basic “Cognitive Map” Decision Tree
Consumer Decision Process Steps [Ch.8]
1.
GOAL
[Problem/Need]
2.
3.
A
B
C
PROBLEM RECOGNITION
a. Mental Budget [Attention, Time, Money]
b. Roles, Location, Costs
c. Internal/External Stimuli
d. Table 8.1 Problem “Situation” Quadrant
INFORMATION SEARCH
a. Search for “Criteria” & “Weights”
b. Search for Alternatives “Solutions”
c. “Sources, Strategies, Amount”
d. “Awareness, Evoked, Consideration Sets”
PRE-PURCHASE ALTERNATIVE EVALUATION
a. Non-Compensatory Choice Models
b. Compensatory Choice Models
c. Combined & Heuristic Choice Models
d. Process Alternatives, Criteria, and Weights
1
2
1
2
1
1
2
Using Choice Models)
4.
PURCHASE – Implementation/Deviation
5.
POST-PURCHASE
-- Confirmation, Evaluation, Satisfaction/Dissatisfaction
Customer Decision-Making Process
Problem
recognition
Post-purchase
experience
Information
search
Purchases
Alternative
evaluation
Customer Decision-Making Process as a
Marketing Management Strategy Map
MARKETING MANAGEMENT APPROACHES
Product
Price
Place
Promotions
New Tech./Service
Standard/Format
[DVDs, PDAs, etc.]
Free
Or
Purchase Terms
Intensive
Franchise
Location
Product Packaging
Or
Service Materials
Cost &
Content
Pricing Terms
Outlet Signage
&
Web Distrib.
Comparison
& Competitor
Pricing Terms
Exclusive Locale
& Selective
In-Store Stocking
Credit
Availability
Web/Phone
Purchase Options
& Self Checkout
New or Unique
Features
Scanner Labels
&
Convenient Handling
Instructions
& Help Services
Money Back
Returns &
Discounted Future
Purchases
In-Store
Usage Training
& Services
Awareness &
Recognition
Orientation
Recall Orientation
With Detailed Info.
[e.g., infomercial]
Comparative
Appeals
Point of Purchase
Displays &
Coupons/Promotions
Ongoing
Communication
[Web, 800#, etc.]
Problem/Need
recognition
Information
search
Alternative
evaluation
Purchases
Post-purchase
experience
Customer Decision-Making Process as a
Cognitive Digital Business Model Map
Problem/Need
recognition
Information
search
Alternative
evaluation
Purchases
Post-purchase
experience
*Social Nets (MySpace & Facebook)
*Podcasts (iPod; Podcast.net, etc.)
*Google *Yahoo *Bing
*E-Tailers
Priceline.com; Amazon.com
*Online – Paypal
*In-Store -- Mapquest
*eBay
*Onlinesurveys.com
THE CUSTOMER DECISION PROCESS AS
“GUMBALL MACHINE”
[Carter’s View]
Problem/Need
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
The MEANING of “COGNITION”
• Descartes Cogito (1637) – “I think therefore I am.”
• Brain – nervous system organ (“signals”)
• Mind – the brain’s thought property (“sense”)
• Cognition – the inner world thought process
that creates outer world experiences (“choice”)
• Consciousness – awareness of cognition and
responsibility for choices (“ethics”)
“CONSUMER COGNITION”
• Economic Man – Material resource choices
(property, scarcity, allocate, exchange, gain)
• Consumer/Purchase Decision Process –
Stages of rational/emotional consideration that
result in economic market choices for need/want.
• Consumer Decision Support Systems (CDSS)
– information technology devices, networks, and
applications that aid market choice processes
• Digital Man – Information resource choices
(content, abundance, combine, interact, grow)
• Digital Cognition – electronic presence capable
of autonomous choice (“intelligent agents”)
The MODES of “COGNITION”
• David Hume (1700s) – Philosophy & Science
~ “Human Understanding” is a mixture of
logical purpose and emotional passion
(a) Logic – “Intellectualism”
(b) Emotion – “Sentimentalism”
The MODES of “COGNITION”
• Herbert Simon (1940s - Present)
– Cognitive Psychology, Economics, and
Organizational Management
(a) Decision Tree
~ Rational Mind “rationalizes” (semi-logic)
(b) Choice Options
~ Emotional Mind “satisfices” (quasi-feeling)
The MODES of “COGNITION”
• Nicholas Negoponte (“Being Digital”, 1995)
– Computer Science & Cognitive Psychology
~ “Digital Being” is created from bytes
~ “Human Being” is created from atoms
(a) Cognition is a Thinking Being
(b) Computer is a Thinking Machine
(c) Conscious Network is a Thinking Presence
-- intelligent content, artificial life, virtual world