Intro to Affect and Cognition

Intro to Affect and Cognition - Consumer Behavior MAR 3503...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 xhe@bus.ucf.edu
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2 Introduction to Affect and Cognition Recap: Affect and Cognition Cognitive Processes Memory and Knowledge Cognitive Learning
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3 Recap: Affect and Cognition Affect: How do we feel? Emotions Specific Feelings Moods Evaluations Q: Which one is stronger?
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4 Recap: Affect and Cognition (cont.) Cognition: What do we think? Conscious vs. automatic processes
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5 Cognitive Processes Three cognitive processes Interpretation (Chapter 5) Knowledge Retrieval from Memory (Chapter 4)
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6 Cognitive Processes (cont.) Interpretation Attention: Comprehension:
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7 Cognitive Processes (cont.) Integration Brand attitudes Do you like Windows or Mac ? Intentions Do you plan to buy a PC this semester? Decision making
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8 Cognitive Processes (cont.) Product knowledge Product involvement
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9 Memory Sensory register Short-term memory (STM) Long-term memory (LTM)
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10 Sensory Register Sensory register: Q: How many senses do we have?
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Intro to Affect and Cognition - Consumer Behavior MAR 3503...

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