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AFFECT & COGNITION APPROACH IN MARKETING STRATEGY

Consumer analysis framework consists of four different elements : behaviour, environment,

marketing strategy and affect & cognition. These four element affecting the way consumers’
journey from searching, selecting, evaluating & disposing the product. Affect & cognition has
been studied since 18th century and a long debate arises within the delicate relationship
between Affect & Cognition (Forgas, Joseph.P). Affect & Cognition are physiological
responses, which by definition affect is feeling while cognition is thinking. Although the
subtle line between affect & cognition cannot be fully understanding, its inevitable that this
affect our social thinking & behaviour.

Affective system has 5 distinctive features that might differ from cognitive aspect, there are :
largely reactive, little direct control, felt physically in the body, can respond to virtually any
type of stimulus, and learned. Affective responses are emotions, feelings, moods, and
evaluations. In contrary, cognition integrates higher mental process such as understanding,
evaluate, planning, deciding and thinking. For instance knowledge, meanings, and beliefs.
Cognitive interpretation however can be influenced by stimuli such as physical, social,
affective responses, symbolic meaning, sensations, and behaviour. There are 3 characteristics
of cognitive : activation (how we retrieve past memory), unconscious, and limited capacity.
Therefore these two aspect is corresponding vice versa.

In implication to our current study, both affect & cognition are prominent in consumer
behaviour. The subtle layer between affect & cognition should be addressed in marketing
strategy. Using metaphors to alleviate the strategy by manipulating our brain therefore
consumers will use both affective & cognitive thinking in simultaneously. There are 2 types
of knowledge : general knowledge which concerning relevant information in surrounding
environment and procedural knowledge which defined by how to things accordingly. These
knowledges have vital roles on consumers behaviour.

As people always learning, there is a concept Cognitive learning which occurs when people
interpret information and create new knowledge based on their memory. Consumers learn
about the product through direct personal experience, observing product experience, and
mass media. Interpreting information about product & services can result in 3 types of level
of cognitive learning. First, accretion when consumer lbegin to acquire knowledge and belief.
Second, Tuning, when consumer know overall meaning of a product. Third, restructuring
when consumers start to build up knowledge & experience of the product.