Mar 3503 Lecture Notes - Lecture 11: Procedural Knowledge, Spreading Activation, Simple Present
Document Summary
Each process transforms or modifies information and passes it on to the next process. Integration processes concern how consumers combine different types of knowledge to: Form overall evaluations of products, other objects, and behaviors. Make choices among alternative behaviors, such as a purchase. Product knowledge and involvement concern the various types of knowledge, meanings, and beliefs about products that are stored in consumers" memories. Exhibit 3. 5 - cognitive processes in consumer decision making. Consumers" have little control over spreading activation. It becomes more automatic and unconscious with experience. The integration processes are critical to understand consumer behavior. Activation of product knowledge has many implications for marketing. Attention to differences among consumers is important. The same stimulus may activate different knowledge in different consumers. Knowledge stored in memory types of knowledge. Concerns people"s interpretations of relevant information in their environments. Is stored in memory as links or connections between two concepts.
