7 cognitive theory 2015

1. Consumer Behavior- 2015 - Prof. Rajesh Satpathy

2. COGNITIVE PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
Cognitive Psychology has been concerned primarily with the
process of learning, memory and thinking, but has also explored
many other domains as well.
Cognitive Learning occurs as a result of mental processes. Learning
theory stresses the importance of Internal Mental Processes.
This prospective views people as a problem solvers who actively
uses information from the world around them to master their
environment.

3. Cognitive Theory emphasizes events that takes place inside the
learner. This seeks to describe the role of person’s own mental
activity in learning and remembering.
This approach has centered on learning as the acquisition of new
knowledge, rather than focusing on behavioral change.
Example: Coke Zero, Diet Coke  Drinks are not Fattening 
knowledge of the stores  thinks its very cool to have
COGNITIVE PSYCHOLOGY AND THE IMPLICATION ON MARKETERS

4. Cognitive Theory:
This model proposed by Leon Festinger, views the consumer as one
who faces a feeling of anxiety (dissonance), while he is making a
purchase; this is because he is faced with many alternatives, all of
which seem desirable.
Post-purchase, this dissonance increases even further. There is an
imbalance in the cognitive structure; and the consumer tries to get
out of this state as soon as he can. So a buyer gathers information
that supports his choice and avoids information that goes against it.
COGNITIVE PSYCHOLOGY AND THE IMPLICATION ON MARKETERS

5. IMPLICATIONS FOR MARKETER…
Companies faces problems of measuring advertising effectiveness,
because companies uses cognitive elaboration to influence brand
choices and Ads to build brand equity and furthermore sustain it.
The communication helps customers to differentiate a brand from
the competitor's on the dimensions which are important to the
consumers.
COGNITIVE PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
Hyundai Xcent, Lenovo Tab, Hero Glamour

6. COGNITIVE PSYCHOLOGY AND THE IMPLICATION ON MARKETERS
Cognitive Elaboration… the Consumer Insight…
1. What consumer believes about the Brand?
2. In which category does the brand hold membership?
3. How the consumer processes Ad information to arrive at a
Brand Choice?

7. Thank You!