Selection of Podcasts on topics relating to professional and academic interests
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Example from Consumer Behavior Course
Podcast recorded by Kemp, L. J. 2007. Text summarized from course developed by Jarmon, C. 2006.
Consumer decisions are affected by a number of factors and these may change depending upon the characteristics of the product or service. Four types of affective responses ranging from emotions to specific feelings to moods to evaluations are identified. The cognitive system and the various types of meanings it constructs are also important. These two systems are highly interrelated and the respective outputs of each can elicit responses from the other. A model of the cognitive processes involved in consumer decision making has three basic components knowledge (also called meanings and beliefs) in memory and two broad cognitive processes interpretation and integration. An important feature of this model is the close reciprocal interaction between knowledge structures and the cognitive processes that both create and use this knowledge. There are two types of knowledge structures?schemas and scripts?that contain general and procedural knowledge, These schemas and scripts can be activated to guide cognitive processes and influence overt behaviors.
Consider the purchase decision of a car, read up about this further in the text. Consider a list of affective factors and reactions
One buyer might perceive a particular model as "cute" or "modern", while another consumer might see the same vehicle as "ugly" or "dumpy". They are both looking at the same product.
When thinking about a cognitive approach to purchasing a car, the same conflicts might ensue. While safety information is available, some consumers will rank this variable quite high, while others place it lower on the list, Within a single consumer, there can be a conflict between the affective and cognitive. For example, a consumer may know that a safe vehicle is very important and that such rankings were always the #1 consideration by his or her parents, but the sports car is quite attractive and would be really fun - even if the safety rating is not a high. The conflict becomes even more complex and difficult to resolve when there are multiple people involved in the purchase.