Slide 1Slide 2Slide 3Slide 4Slide 5Need/Thought(“Science”)Want/Feeling(“Art”)Type of Choice• Water• Food• Diamonds• FashionText Concept• Actual State• Satisfaction• Memory• Desired State• Situation• MoodCOGNITIVE MAPPING CHART 1Consumer Decision Process StagesCognitive Experience DimensionsNeed RecognitionInformation SearchThought(Science)Car Brands• Safety• Eco-friendlyCar Brands• Volvo/Land Rover• Toyota/HondaFeeling(Art)Car Brands• Fun• LuxuryCar Brands• Porsche/Maserati• Mercedes/BMWCOGNITIVE MAPPING CHART 2Consumer Decision Process StageCognitive DimensionsAlternative EvaluationThought(Science)Car BrandsVolvo (Safety) vs. Toyota (Eco)-- Quality -- CostFeeling(Art)Car BrandsPorsche (Fun) vs. Mercedes (Luxury) -- Lifestyle -- StatusCOGNITIVE MAPPING CHART 3Consumer Decision Process StagesCognitive Experience DimensionsPurchase Post-PurchaseThought(Science)Car BrandsDealer LocationSales TermsCar BrandsVolvo – DurabilityToyota – “Green”Feeling(Art)Car BrandsDealer AtmosphereTest DriveCar BrandsPorsche - RoadsMercedes - AttentionCOGNITIVE MAPPING CHART 4Consumer Decision Process StagesCognitive Experience DimensionsPurchase(“Retailer”)Post-PurchaseThought(Science)Car BrandsConvenient DealerCar BrandsMaintenance OutletFeeling(Art)Car BrandsPopular DealerCar BrandsAccessories/DetailingCOGNITIVE MAPPING CHART
View Full Document
Unlocking...