Need/Thought

(“Science”)

Want/Feeling

(“Art”)

Type of Choice

• Water

• Food

• Diamonds

• Fashion

Text Concept

• Actual State

• Satisfaction

• Memory

• Desired State

• Situation

• Mood

COGNITIVE MAPPING CHART 1

Consumer Decision Process Stages

Cognitive Experience Dimensions

Need

Recognition

Information

Search

Thought

(Science)

Car Brands• Safety

• Eco-friendly

Car Brands• Volvo/Land Rover• Toyota/Honda

Feeling

(Art)

Car Brands• Fun

• Luxury

Car Brands• Porsche/Maserati• Mercedes/BMW

COGNITIVE MAPPING CHART 2

Consumer Decision Process Stage

Cognitive Dimensions Alternative Evaluation

Thought

(Science)

Car BrandsVolvo (Safety) vs. Toyota (Eco)

-- Quality -- Cost

Feeling

(Art)

Car BrandsPorsche (Fun) vs. Mercedes (Luxury)

-- Lifestyle -- Status

COGNITIVE MAPPING CHART 3

Consumer Decision Process Stages

Cognitive Experience Dimensions

Purchase Post-Purchase

Thought

(Science)

Car BrandsDealer Location

Sales Terms

Car BrandsVolvo – Durability

Toyota – “Green”

Feeling

(Art)

Car BrandsDealer Atmosphere

Test Drive

Car BrandsPorsche - Roads

Mercedes - Attention

COGNITIVE MAPPING CHART 4

Consumer Decision Process Stages

Cognitive Experience Dimensions

Purchase

(“Retailer”)Post-Purchase

Thought

(Science)

Car BrandsConvenient Dealer

Car BrandsMaintenance Outlet

Feeling

(Art)

Car BrandsPopular Dealer

Car BrandsAccessories/Detailing

COGNITIVE MAPPING CHART 4