Buyer Behavior Exam 3

2 types of responses to environment / modes of internal psychological responses to environment

Cognition & Attitude

Cognition

• knowledge or beliefs about the world

• thinking/information processing

• mental processes

Attitude

• feelings

• moods

• emotions

• arousal

types of knowledge

• semantic concepts

• episodic memory

• procedural knowledge

• visual

• auditory

• olfactory

• touch

Semantic concepts

Declarative Knowledge – information encounters in the envirionment
Semantic=words/meanings between words
General knowledge that you have or how you store verbal material in your head
Trivial Pursuit information
General abstracted knowledge about facts, objects, and other aspets of the world

Episodic memory

Record of events in YOUR life
Episodes in your life
Reliving moments
Like a little video of all the things you have done in your life – all the episodes

Procedural knowledge

Knowledge about skills & methods
Knowledge we have about how to perform certain tasks
CPR/Ride bike/Driving a car/Dancing/Typing/Playing
The knowledge is just there – it is something that is in your fingers or movement, muscle memory

Visual

things you see

Auditory

things you hear

Olfactory

things you smell and taste

Types of Knowledge structure

• Schema

• Script

• Visual

Schema

Way we store semantic knowledge is through schemas
Stored in general form
Associative Network
Think about concept and instantly spreading activation occurs
“just came to mind”
Like electricity
Spider web of ideas

Script

Representation in memory of a series of events
Habit/Procedures/No Surprises
Series of events you go through
Automatic behavior

Examples of scripts

Going to school
Wake up routine
Grocery shopping
Restaurants
Doctors Office

Why we use script

Get more efficient
Unconsciously/Automatic
No thinking required

Visual

Mental images
Stored through touch, smell, taste
Structured exactly how you visually see it