COGNITIVE MAPPING CHART 1 NeedThought Science WantFeeling Art

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COGNITIVE MAPPING CHART 1 Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice • Water •

COGNITIVE MAPPING CHART 1 Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice • Water • Food • Diamonds • Fashion Text Concept • Actual State • Satisfaction • Memory • Desired State • Situation • Mood

COGNITIVE MAPPING CHART 2 Consumer Decision Process Stages Cognitive Experience Dimensions Thought (Science) Feeling

COGNITIVE MAPPING CHART 2 Consumer Decision Process Stages Cognitive Experience Dimensions Thought (Science) Feeling (Art) Need Recognition Information Search Car Brands • Safety • Eco-friendly Car Brands • Fun • Luxury Car Brands • Volvo/Land Rover • Toyota/Honda Car Brands • Porsche/Maserati • Mercedes/BMW

COGNITIVE MAPPING CHART 3 Consumer Decision Process Stage Cognitive Dimensions Thought (Science) Feeling (Art)

COGNITIVE MAPPING CHART 3 Consumer Decision Process Stage Cognitive Dimensions Thought (Science) Feeling (Art) Alternative Evaluation Car Brands Volvo (Safety) -- Quality vs. Toyota (Eco) -- Cost Car Brands Porsche (Fun) -- Lifestyle vs. Mercedes (Luxury) -- Status

COGNITIVE MAPPING CHART 4 Consumer Decision Process Stages Cognitive Experience Dimensions Thought (Science) Feeling

COGNITIVE MAPPING CHART 4 Consumer Decision Process Stages Cognitive Experience Dimensions Thought (Science) Feeling (Art) Purchase Post-Purchase Car Brands Dealer Location Sales Terms Volvo – Durability Toyota – “Green” Car Brands Dealer Atmosphere Porsche - Roads Test Drive Mercedes - Attention

COGNITIVE MAPPING CHART 4 Consumer Decision Process Stages Cognitive Purchase Experience (“Retailer”) Dimensions Thought

COGNITIVE MAPPING CHART 4 Consumer Decision Process Stages Cognitive Purchase Experience (“Retailer”) Dimensions Thought Car Brands (Science) Convenient Dealer Feeling (Art) Post-Purchase Car Brands Maintenance Outlet Car Brands Popular Dealer Accessories/Detailing