Cognitive Learning Theory People problem solvers Active use of information to master environment Conscious hypotheses Cognitive psychology >Information processing paradigm > People as computers O Copy rights reserved, Zou Deqiang 11
11 11 © Copy rights reserved, Zou Deqiang Cognitive Learning Theory • People = problem solvers • Active use of information to master environment ¾Conscious hypotheses • Cognitive psychology ¾Information processing paradigm ¾People as computers
Consumers as Problem solvers Consumer purchase= response to problem Decision-making process After realization that we want to make a purchase, we go through a series of steps in order to make it Can seem automatic or like a full- time job O Copy rights reserved, Zou Deqiang
12 12 © Copy rights reserved, Zou Deqiang Consumers as Problem Solvers • Consumer purchase = response to problem • Decision-making process ¾After realization that we want to make a purchase, we go through a series of steps in order to make it ¾Can seem automatic or like a fulltime job
Decision-making Process Problem Recognition Richard realizes that he dislikes his b&WIV Information Search Richard surfs Web to learn Evaluation of Alternatives Richard compares models on reputation and features Product Choice Richard chooses a tv with an appealing feature Outcomes Richard brings home and enjoys his TV O Copy rights reserved, Zou Deqiang
13 13 © Copy rights reserved, Zou Deqiang Decision-making Process Problem Recognition Information Search Evaluation of Alternatives Product Choice Outcomes Richard realizes that he dislikes his B&W TV Richard surfs Web to learn about TVs Richard chooses a TV with an appealing feature Richard compares models on reputation and features Richard brings home and enjoys his TV
Decision-Making Process I' m hungry Problem recognition What's available? Information search Cakes or chocolate? Information evaluation Snickers! Decisi I should 've had cake Post-purchase evaluation O Copy rights reserved, Zou Deqiang
14 14 © Copy rights reserved, Zou Deqiang Decision-Making Process I’m hungry What’s available? Cakes or chocolate? Snickers! I should’ve had cake. Problem recognition Information search Information evaluation Decision Post-purchase evaluation
Step 1: Problem Recognition Occurs when consumer sees a significant difference between current state and ideal state Marketers can develop ads that stimulate problem recognition TVC. To to le chicken essence As the substitute of monosodium glutamate(MSG) Or as a means to promote family harmony O Copy rights reserved, Zou Deqiang
15 15 © Copy rights reserved, Zou Deqiang Step 1: Problem Recognition • Occurs when consumer sees a significant difference between current state and ideal state • Marketers can develop ads that stimulate problem recognition • TVC: To_to_le chicken essence ¾As the substitute of monosodium glutamate (MSG) ¾Or as a means to promote family harmony