In cognitive psychology, memory is considered very durable. Things we store in
memory tend to stay there for a long time. In cognitive consumer research, repeated
exposure to a commercial message is therefore considered very important. Perceptual
enhancement of a concept can actually lead to more or less permanent memory codes.
This brief introduction to cognitive psychology is by no means exhaustive but
has mentioned the key characteristics that are most important for understanding
the background as well as the implications of the consumer-based approach.
The information-processing theory of consumer choice
The information-processing theory of consumer choice has cognitive psychology as
its point of departure and focuses on explaining how consumers process information
before reaching a consumption choice. Here, choice provides the focal point: ‘the
consumer is characterized as interacting with his or her choice environment, seeking
and taking in information from various sources, processing this information, and
then making a selection from among some alternatives’ (Bettman 1979, p. 1).
Consumers make an enormous number of choices, and make choices at many
different levels. Should I buy a particular brand? Should I examine info or not?
When should I make the purchase? Where should I make the purchase? How should
I pay for it? These are examples of the countless number of choices we all go through
before leaving a store with a purchase. A key assumption in this theory is that choice
is a process. The marketer should seek an understanding of these choice processes in
order to fine-tune marketing communication to make the consumer choose as
intended. (Read about process-tracing methods in the methods and data section.)
In this theory, the following factors – processing capacity, motivation, attention,
perception, information acquisition and evaluation, memory decision processes,
and learning – influence the process. The information-processing theory of
consumer choice displays a belief that behaviour is caused and hence (in principle)
explainable (the if–then logic of cognitive psychology).
- Propositional representationsare interpretations of the brand. They
are non-sensory, abstract brand meanings derived from the sensory
brand experiences. For example a Volvo is often interpreted as a car for
a well-off and rather intellectual family. - Linguistic representationsare words and sentences used to express
brand meaning and experiences with the brand. These can be lengthy
accounts or so short that they almost become analogous representations
of the brand. For example Volvo = safety.
These three categories are worth considering when investigating brand
associations in the memories of consumers as important brand associations
emanate on all levels.
SourceFranzen and Bouwman (2001)The consumer-based approach 91