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COGNITIVE PROCESS OFCONSUMER DECISION
MAKING
Discussant:
MABEL O. LOPEZ
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BACKGROUND OF THE
MODEL- To explain how the cognitie !"!te#
p$oce!!e! in%o$#ation &a'l () &ete$ an*
(e$$" C) Ol!on hae *eelope* Cognitie
&$oce!! in Con!'#e$ Deci!ion Ma+ing
- Con!'#e$ *eci!ion #a+ing inole!
th$ee i#po$tant cognitie p$oce!!) ,.
inte$p$et ,/. integ$ate ,0. $et$iee
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&RO&O12T2ON OF THE MODEL
Cognitive Process of Consumer Decision Making
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E3&O1URE
4 Expo!'$e to in%o$#ation i!
c$iticall" i#po$tant %o$ con!'#e$!5
inte$p$etation p$oce!!e!)4 T"pe! o% expo!'$e to #a$+eting
in%o$#ation6 purposive or
intentional exposure an* random
or accidental exposure
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ATTENT2ON
4 Attention i#plie! !electiit"
4 Attention al!o connote!
awa$ene!! an* con!cio'!ne!!)
4 Attention al!o !'gge!t!
inten!it" an* a$o'!al
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Facto$! 2n%l'encing Attention
4 A%%ectie 1tate!- Con!'#e$! a%%ectie a$o'!al canin%l'ence attention p$oce!!)
4 2nole#ent- the leel o% inole#ent %elt 7" a
con!'#e$ i! *ete$#ine* 7" the #ean!-en* chain!
actiate* %$o# #e#o$") 2nole#ent i! a
#otiational !tate that g'i*e! the !election o%
!ti#'li %o$ %ocal attention an* co#p$ehen!ion
4 Eni$on#ental &$o#inence- the !ti#'li a!!ociate*with #a$+eting !t$ategie! can al!o in%l'ence
con!'#e$5! attention)
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COM&REHEN12ON4 Co#p$ehen*ing le!! %a#ilia$ !ti#'li '!'all"
$e8'i$e! #o$e con!cio'! tho'ght an* cont$ol
4 Co#p$ehen!ion can a$" along a contin''#
%$o# !hallow to *eep)
4 1hallow co#p$ehen!ion p$o*'ce! #eaning at a
conc$ete9 tangi7le leel)
4 Deep co#p$ehen!ion p$o*'ce! #o$e a7!t$act#eaning that $ep$e!ent le!! tangi7le9 #o$e
!'7:ectie an* !"#7olic concept!)
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ATT2TUDE
4 Attit'*e i! a pe$!on5! oe$all eal'ation o% a
concept)
4 An oe$all eal'ation i! %o$#e* when con!'#e$!
integ$ate +nowle*ge9 #eaning! an* 7elie% a7o't theattit'*e concept)
4 The eal'ation! p$o*'ce* 7" the attit'*e %o$#ation
p$oce!! #a" 7e !to$e* in #e#o$")
4 Attit'*e! can 7e #ea!'$e* !i#pl" an* *i$ectl" 7"
a!+ing con!'#e$! to eal'ate the concept o% inte$e!t)
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Extremely Unfavorable ! " # $ %# %" %! Extremely Favorable
M&Donal'() Fren&* Fr+e)
D+)l+,e Very M-&* ! " # $ %# %" %! .+,e Very M-&*
Very /a' ! " # $ %# %" %! Very Goo'
Mea)-r+n0 Att+t-'e)
Attitudes are measured using “semantic differentials” – rating scales that are
anchored by two opposing descriptions on either side of the scale.
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• Cre)t *a) fl-or+'e• Cre)t +) a11rove' by t*e
Amer+&an Dental A))o&+at+on• Cre)t *a) m+nt flavor • Cre)t &ome) +n a 0el• Cre)t +) ma'e by Pro&ter 2Gamble
• Cre)t *a) a re'3 4*+te3 an'
bl-e 1a&,a0e• Cre)t 1revent) &av+t+e)• Cre)t fre)*en) breat*• Cre)t 0et) teet* &lean
• Cre)t &ome) +n t-be)• Cre)t &ome) +n a 1-m1
&onta+ner • Cre)t +) more ex1en)+ve t*an
)tore bran')• Cre)t +) 4*at my 1arent) -)e• Cre)t *a) a tartar&ontrol
form-la
• Cre)t *a) fl-or+'e• Cre)t *a) m+nt flavor • Cre)t &ome) +n a 0el• Cre)t &ome) +n a 1-m1
&onta+ner
• Cre)t *a) a tartar&ontrolform-la
All bel+ef) abo-t Cre)t Sal+ent bel+ef) abo-tCre)t
Att+t-'e
to4ar'
Cre)t
Sal+ent bel+ef) an' Att+t-'e
• Cre)t *a) fl-or+'e• Cre)t *a) m+nt flavor • Cre)t &ome) +n a 0el• Cre)t &ome) +n a 1-m1
&onta+ner
• Cre)t *a) a tartar&ontrolform-la
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Come) +n a
1-m1
Get) teet* &lean
I) more ex1en)+ve
t*an )tore bran')
5a) a re'3 4*+te3an' bl-e 1a&,a0e
Fre)*en) breat*
5a) a tartar&ontrol
form-la
5a)
fl-or+'ePrevent)
&av+t+e)
I) ma'e by
Pro&ter 2
Gamble
A11rove' by t*e
Amer+&an DentalA))o&+at+on
I) 4*at my
1arent) -)e
5a) m+nt
flavor
Come) +n a
0el
Cre)t
Come) +n t-be)
No me))
Ta)te) 0oo'
Sal+ent bel+ef) an' Att+t-'e
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Un*e$!tan*ing Attit'*e!
4 Attit'*e! *epen* on two thing!6
; The !t$ength o% !alient 7elie%!
; The eal'ation o% the !alient 7elie%!
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Mea)-r+n0 /el+ef Com1onent
6D+et Pe1)+ *a) no &affe+ne7
6D+et Pe1)+ *a) &ola flavor7
Stron0ly D+)a0ree #8"8!898:8;8#$ Stron0ly A0ree
Stron0ly D+)a0ree #8"8!898:8;8#$ Stron0ly A0ree
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Mea)-r+n0 Eval-at+on Com1onent
6So'a) t*at *ave no &affe+ne7
6So'a) 4+t* &ola flavor7
Very /a' ! " # $ %# %" %! Very Goo'
Very /a' ! " # $ %# %" %! Very Goo'
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D+et
Pe1)+
Ao ? 9 Cola flavor
e! ? %#
Caffe+ne
e" ? !
No &alor+e)
e# ? %"
M-lt+attr+b-te Att+t-'e Mo'el
b" ? ;
b# ? ;
b! ? #$
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Attit'*e ; Behaio$ Lin+
4 Doe! a po!itie attit'*e #ean %ao$a7le 7ehaio$)
4 No)
4 Thi! $elation!hip i! exa#ine* in the Theo$"o% Rea!one* Action ; a #o*el o% 7ehaio$that explain! how attit'*e! lin+ to 7ehaio$)
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Att+t-'e
to4ar'P+@@a
5-t
Ao
Fee'ba&,
/el+ef) abo-t
P+@@a 5-t
/e*av+or) to4ar'
P+@@a 5-t• 5a) 1an 1+@@a)• 5a) )-1er )-1reme
1+@@a)• 5a) a )ala' bar
• Serve) beer • I) more ex1en)+ve t*an
Dom+no()• 5a) &onven+ent
lo&at+on• 5a) free 1ar,+n0
• 5a) 1lea)antem1loyee)
• 5a) n+&e atmo)1*ere
• Go to P+@@a 5-t on
Fr+'ay n+0*t• Or'er a lar0e 1an 1+@@a• Com1la+n to mana0er
• I0nore P+@@a 5-t a' onTV
• U)e a P+@@a 5-t &o-1on
for a free )oft 'r+n,• Re&ommen' P+@@a 5-t
to bo))
• Rea' P+@@a 5-t men-
/el+ef)3 Att+t-'e3 an' /e*av+or)
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T*e T*eory of Rea)one' A&t+on
Att+t-'eto4ar'
be*av+or /
Aa&t
/el+ef) t*at
be*av+or /
lea') to )al+ent&on)e-en&e)
/el+ef) t*at
relevant ot*er)
t*+n, I )*o-l'
1erform t*e
be*av+or /
Mot+vat+on to
&om1ly 4+t*
relevant ot*er)
Relat+ve
4e+0*t+n0
for
+m1ortan&e
Intent+onto
1erform
be*av+or
/
/e*av+or
/
Eval-at+on of
)al+ent
&on)e-en&e)
S-bBe&t+ve
norm abo-t
be*av+or /
SN
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/e*av+oral Intent+on Rat+n0 S&ale
Extremely -nl+,ely ! " # $ %# %" %! Extremely l+,ely
6All t*+n0) &on)+'ere'3 *o4 l+,ely are yo- to
-)e ne4)1a1er &o-1on) 4*en b-y+n00ro&er+e) t*+) 4ee, or next
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Fa&tor) t*at 4ea,en t*e relat+on)*+1
bet4een +ntent+on an' be*av+or
Ne4
Informat+on
In)tab+l+ty of
Intent+on)
Unfore)een
C*an0e) +n
Env+ronmental
Context
Interven+n0
T+me
De0ree of
Vol-ntary
Control
Unfore)een
Interme'+ate
Con)-m1t+on
Event)
D+fferent
.evel) of
S1e&+f+&+ty
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A&&L2CAT2ON OF THE
MODEL4 Thi! #o*el #a" 7e applie* in a wi*e $ange o%
#a$+eting a!pect9 h'#an %acto$!9 clinical
p!"cholog"9 !ociolog"9 political !cience an*econo#ic!) F'$the$#o$e9 application! o%
cognitie #o*eling a$e 7eginning to !pill oe$
into a wi*e $ange o% *eci!ion-7a!e* !"!te#!
!'ch a! cognitie in%o$#atic!9 !o%twa$e agent!"!te#!9 expe$t !"!te#!9 an* *eci!ion !'ppo$t
!"!te#!)
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CR2T2C21M1 OF THE MODEL
4 1it'ational in%l'ence!9 noelt"9 c'$io!it"9 e#otie o$
othe$ non!peci%ic #otiational p$oce!!e!9 ha7it an*
*eci!ion-#a+ing p$oce!! !ho'l* 7e incl'*e* in the
p$oce!!)
4 Thi! explicitl" excl'*e! a a!t n'#7e$ o% :oint *eci!ion!
7oth in the %a#il" an* in o$gani=ation!)
4 A theo$" o% !ea$ch 7ehaio$ i! 7a*l" nee*e* e!peciall"in light o% the conte#po$a$" conce$n! a7o't the oe$loa*
o% 7oth 8'alit" an* 8'antit" o% in%o$#ation
co##'nicate* to the people
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RESEARCHES ANCHORED
IN THE MODEL) The E%%ect! o% &h"!iological A$o'!al on 2n%o$#ation
&$oce!!ing an* &e$!'a!ion 7" Dai* M) 1an7on#at!' an*
F$an+ R) Ka$*e!
The e%%ect! o% ph"!iological a$o'!al on pe$!'a!ion a$e
ine!tigate*) An exe$ci!e ta!+ wa! '!e* to #anip'late
ph"!iological a$o'!al9 an* !"!tolic 7loo* p$e!!'$e $ea*ing!
we$e ta+en to a!!e!! the e%%ectiene!! o% thi! #anip'lation)
The $e!'lt! in*icate that en*o$!e$ !tat'! ,cele7$it" o$
noncele7$it". ha! a !t$onge$ in%l'ence on 7$an* attit'*e! 'n*e$high than 'n*e$ #o*e$ate leel! o% ph"!iological a$o'!al9
whe$ea! a$g'#ent !t$ength ha! a g$eate$ i#pact 'n*e$
#o*e$ate than 'n*e$ high a$o'!al leel!)
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RESEARCHES ANCHORED
IN THE MODEL4 The Role o% 2nole#ent in Attention an* Co#p$ehen!ion
&$oce!!e! 7" Richa$* L) Cel!i9 (e$$" C) Ol!on
4 The !t'*" *e!igne* to te!t !ee$al h"pothe!e! conce$ning the
e%%ect! o% int$in!ic an* !it'ational !o'$ce! o% pe$!onal $eleance on
%elt inole#ent an* on the a#o'nt o% attention an*co#p$ehen!ion e%%o$t9 the %oc'! o% attention an* co#p$ehen!ion
p$oce!!e!9 an* the extent o% cognitie ela7o$ation *'$ing
co#p$ehen!ion) Felt inole#ent i! a #otiational !tate that
a%%ect! the extent an* %oc'! o% con!'#e$!@ attention an*
co#p$ehen!ion p$oce!!e!9 an* th'! the !peci%ic #eaning! that a$e p$o*'ce*) The $e!'lt! o% the !t'*" p$oi*e !t$ong ei*ence that %elt
inole#ent pla"! a #otiational $ole in con!'#e$!@ attention an*
co#p$ehen!ion p$oce!!e!)
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RESEARCHES ANCHORED
IN THE MODEL?) Exte$nal 1ea$ch E%%o$t6 An 2ne!tigation Ac$o!! 1ee$al &$o*'ct Catego$ie! 7"1ha$on E) Beatt"9 1cott M) 1#ith
Utili=ing an inole#ent pe$!pectie an* &'n: an* 1tewa$t@!
,0. inte$action %$a#ewo$+ o% *eci!ion #a+ing9 the $elation!hip
7etween exte$nal !ea$ch e%%o$t an* a n'#7e$ o% #otiating antece*ent
a$ia7le! i! ine!tigate* an* eal'ate* ac$o!! %ie $elate* con!'#e$elect$onic p$o*'ct!) The %in*ing! con%i$# %o'$ o% %ie h"pothe!i=e*
$elation!hip! 7etween total !ea$ch e%%o$t an* the %ollowing a$ia7le!6
p'$cha!e inole#ent ,.9 attit'*e! towa$* !hopping ,.9 ti#e aaila7ilit"
,.9 an* p$o*'ct cla!! +nowle*ge ,.) The $elation!hip 7etween ego
inole#ent an* total !ea$ch e%%o$t wa! not !igni%icant) The in%l'ence o%the!e a$ia7le! 'pon a n'#7e$ o% !'7 in*ice! o% exte$nal !ea$ch9 incl'*ing
$etaile$ !ea$ch9 #e*ia !ea$ch9 inte$pe$!onal !ea$ch9 an* ne't$al !o'$ce!
!ea$ch9 i! al!o ine!tigate* an* $epo$te*)
4