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Presented by Group 2
Abhinav Anuj Junaid Mohit Pushpendra
Consumers can have both affective and cognitive responses to any element in the Wheel of Consumer Analysis
What is Cognition?
Cognition- broadly refer to the thoughts and meanings produced by the cognitive system, as well as to mental processes such as:
Understanding Evaluating Planning Deciding Thinking
Product involvement
Consumers knowledge about the personal relevance of the products in their lives
General Knowledge
Procedural Knowledge
Structures of Knowledge
General and procedural knowledge is organized to form structures of knowledge in memory Cognitive systems create associative networks that organize and link many types of knowledge together Part of the knowledge structure may be activated on certain occasions
Cognitive Learning
Cognitive learning occurs when people interpret information in the environment and create new knowledge or meaning This can occur in three ways:
Direct personal use experience Indirect product experiences Interpret product-related information
Thank You