Aspect Of Consumer Cognition And Related Factors

Our society is becoming affluent with product. Consumption era is taking in form. Relating to product and service, people is taking as consumers in some ways. People are engaging more and more in activities of product buying and consuming, encountering ceaseless new product information and new experience that related to. Marketer or advertiser strive to understanding consumer's mental process among these activities, especially how a purchase decision is made as consumers among different products, brands, and how their cognition interact with the environment. Marketer or advertiser acts as a product information provider and organizer. They have to communicate effectively to consumers and have their advertising copy well designed. also, as an average consumer, we should understanding why people buy. A lot of factors, affects, specifically, have their effects on cognitive process. This paper is trying to assist the process by analyzing consumer cognition and its interaction with the environment. Affect has long been distinguished from cognition among researchers. Consumption is taking as goal-related activity. Life goals of consumer in a whole aim to the well-being of human. Consumer want include the bare need of food, drink etc, also, in its social sense, signifies the self-value and self-image of consumer. Usually, people don't buy what they don't really need. Emotion is temporary state of feeling, action-oriented. Mood and attitude are lasting state of feeling. Music can create mood, which also be made use by marketers. Cognitive process form evaluation of consumers, which seemingly the basis of (or itself) attitude. Simultaneously, attitude is pro-affect which expressed by 'liking or disliking'. Consumers do not perceive every thing advertisers and marketers provide to them. Instead, they select what is interest them or personally related to them. Level of involvement is the degree that stimuli is signify to consumers. For example, to persuade a consumer in low involvement, peripheral route is in favor. People organize the perception mainly by principle of figure and ground, grouping and closure. Categorization is significant to human cognition, which, from the viewpoint of consumer study, also plays a key role in information and new experience organization. Advertisers and marketers sometime act as information organizers. Categorization's been regarded as grouping things in the basis of prototype. From the view of consumer categorization, we can see that consumer cognition is overlapping cognition we study in the usual sense. Affective states, emotion, mood in specific, have shown considerable effects on cognitive process. The study of consumer cognitive also sees the prosperous field of study of symbols and signs ------semiotics in consumer study. This paper also give a basic view on the study of nature and aspects of consumer affect and cognition ., in particular, interaction between the two and aspects relate to. Interaction of affect and cognition of consumer is significant in the forming of the attitude, in creating psychological need and in interpretation of social force surround us . Some recent and old issues in the realm, such as subliminal ad, what created want is, are discussed in the paper.