Cognitive Processes in Consumer

Decision Making
• A Model of Consumer Decision Making
• Additional Characteristics of the Cognitive
System
• Marketing Implications
 What TV shows should
I watch tonight?
Should I pay for
this purchase with
Where cash or credit
should I card? How much money
shop? should I borrow to
buy this car?
What
product/brand Should I read this ad carefully?
should I buy?

Which salesperson
should I buy from?

To make decision, consumers need

INFORMATION
 INFORMATION

COGNITIVE SYSTEM

DECISION MAKING
DECISION MAKING,
involved 3 important
cognitive process:
• INTERPRET
• INTEGRATE
• RETRIEVE PRODUCT
KNOWLEDGE
Additional Characteristics of the Cognitive
System
Marketing Implication