Cognitive Component Consists of the consumer's beliefs and knowledge about the attributes of a particular brand, product or outlet.
{"Image DocumentName": "Cognitive ComponentConsists of the consumer\u2019s beliefs and knowledge about the attributes of a particular brand, product or outlet.", "Image ImageDescription": "many beliefs relate to the evaluation of attributes. the cognitive component represents the summation of evaluations. multi-attribute model. The cognitive component consists of the consumer\u2019s beliefs and knowledge about the attributes of a particular brand, product or outlet. These may not be \u2018true\u2019 but they exist and are the individual\u2019s beliefs. Many beliefs relate to the evaluation of attributes, for example the consumer may believe that Diet Coke has almost no calories, contains caffeine, and is competitively priced. These components may be positive beliefs and are the basis of the multi-attribute model. The importance of each attribute puts a weighting on the attributes. Thus, it is possible to \u2018measure\u2019 how consumers perceive this product. If it is less than \u2018ideal\u2019 then the marketers can assess the attributes they need to address to bring this product closer the segment\u2019s \u2018ideal\u2019 point. (See pages 334ff.) Copyright \uf0e3 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins.", "Image XResolution": "37", "Image YResolution": "37", "Image ResolutionUnit": "Pixels/Centimeter", "Image Software": "SlidePlayer", "Image YCbCrPositioning": "Centered"}