ADV 305 Lecture Notes - Lecture 8: Cognitive Map, Fisher-Price
Document Summary
Attitudes: mental position a person takes towards a topic, person, event that influences an individual"s feelings, perceptions, learning processes, and behaviors, often informed by exposure to info from the internet, family, media. Movies: consumers with more positive attitudes towards a brand or advertisement are more inclined to purchase the product, so, advertisers try to incorporate messages that connect with popular attitudes into advertisements, three types. Individual"s knowledge, understanding, interpretation of a topic, person, or thing. Way that you might define an issue: not how you feel about it (that"s affective) Values: consumer value: strongly held beliefe about a topic or conepct, values frame attitudes and guide personal actions, advertisers must consider consumer values and how products can help an individual obtain the values being sought, ex: Cognitive mapping: how the mind stores information and how this information links together, cognitive map: the knowledge, attitudes, values, memories, structures that exists in a person"s brain, ex: milk.
