Consumer Behaviour:

Affective and Cognitive

Harriman Samuel Saragih
Outline: B2C
• Marketing Philosophy
• Consumers and Customers
• Affective and Cognitive Approaches
• Brand Mantra & Differentiation Point
• Groupwork
• Sharing
Current Understanding of Marketing
Canvas
What is marketing?
Before we continue further…
 The following definitions were approved by the American Marketing Association Board of Directors:

Marketing is the activity, set of institutions, and

processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners, and
society at large.
(July 2013)
According to Philip Kotler
& Gary Keller

• Create Value
• Capture Value
• Customer Relationship
A Glimpse of Marketing Process
Understanding consumers’ needs

Designing consumer-driven marketing

Value creation
strategy

Construct promotional programs that

delivers superior value to consumers

Build profitable relationships

Capture value from

Value capture consumers/customers
It is, therefore, crucial to
understand consumers/customers
Let’s see some examples using [Poll] in Zoom
Store A Store B

Which one will you choose?

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 Store A Store B

IDR 3.000.000 IDR 6.000.000

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Which one will you choose?
 Store A Store B

HOT SALE
IDR 6.000.000
IDR 3.000.000
IDR 1.000.000
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Which one will you choose?
Surabaya – Jakarta – Surabaya

Airline A Airline B

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Surabaya – Jakarta – Surabaya

Garuda Indonesia Lion Air

IDR 1.200.000 IDR 400.000

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In the
1950’s

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Two different journeys

Previous Then
Pour the
Pour the instant cake
instant cake mix

mix
Add egg

Add water
Add water

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Consider a pen
Which functions is to write…
You can buy this…
Or this…

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Consider a watch
Which functions is to tell time…
You can buy this…
Layers of Product
• Core product:
Augmented • Basic benefits
• Actual product:
• Physical goods or
Actual
services that
supplies the
benefits
• Augmented
Core product:
• Supporting
features
Consumption Value
• Functional value
• Purely based on the economic utility of the product
• Conditional value
• Applies to products or services whose value is strongly tied to use in a specific
context
• Social value
• Products or services that conveys certain social imageries
• Emotional value
• Products or services to arouse emotions
• Epistemic value
• Applies when consuming or experiencing new products or services (when
experimenting something new)
Consumers are complex creatures
In addition, products have many layers in which consumers might seek value. So be
aware!
Consumers
vs
Customers
May not always be the
same…
and may confuse you!

What is the difference?

Customers and consumers: Different
Implication

This Photo by Unknown Author is licensed under CC BY-SA-NC

Customers vs Consumers
• Customers • Consumers are
normally are those who
those who buy consume it for
the product, but their own final
do not necessarily use, regardless
consume it for who’s buying the
personal use product
A consumer can also be a customer and vice versa!
In this workshop, we focus on B2C
B2C
• Focuses on individual consumers
B2B
• Focuses on transactions
between business entities
(Government / Business)
• There will be specific session to
discuss about B2B
We divide three aspects of
consumers

AFFECTIVE COGNITIVE BEHAVIOURAL

The cognitive component of
attitudes refers to the beliefs,
thoughts, and attributes that
we would associate with an
object
Cognitive stimulus
Affective component is the emotional or
feeling segment of an attitude
Affective Stimulus

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Experiential Marketing

1075% more sales

than regular vending
machines
39
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Before showing
off your cognitive
/ affective traits,
know your brand
mantra!
Example: Outdoor Gear (Affective)
Example: Outdoor Gear
(Cognitive)
ANTI-GRAVITY SUSPENSION
Contoured suspension combined with seamless
mesh from the shoulder blades to the lumbar
region balance and stabilize the pack so you won’t
even notice you’re carrying a precious cargo.

BUILT-IN SUNSHADE
A built-in removable sunshade is included with
every style of the Poco® AG Series. A unique
collapsible design allows it to be stored or
deployed quickly. The sunshade is also integral
when using the optional add-on Poco® rain cover.

ONE-SIZE-FITS-ALL*
The Anti-Gravity suspension incorporated on the
Poco® AG offers a highly adjustable harness,
coupled with the Fit-on-the-Fly hipbelt, yielding a
wide-fit range for a variety of sized parents.
*Available on the Poco® AG Premium and Poco®
AG Plus
Pengacara, Royal, Sensasional?
Talk Show Politik, Wanita, Kritis,
Tajam?
Talkshow, Comedy, Host?
 INSERT YOUR
BRAND HERE

What would be your brand’s traits

written here?
 Brand Mantra
• Brand mantras are short three to five word phrases that
capture the irrefutable essence or spirit of the brand
positioning
• Their purpose is to ensure that all employees within the
organization as well as external marketing partners understand
what the brand most fundamentally is to represent with
consumers so that they can adjust their actions accordingly

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 • Choose a brand (product/service)
• Evaluate the differentiation point(s)
• Cognitive
• Affective
• What is the Brand Mantra?
Workshop: • Have the brand communicated/reflected
Let’s Try! their differentiation point?
• If no, how would you improve?
• If yes, how would you leverage?
• Draft a campaign to show off the brand’s
cognitive and affective element
Let’s share!
 Thank you!

See you on the next section: Behavioural Aspects of Consumer