COGNITIVE MAPPING CHART 1 NeedThought Science WantFeeling Art

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

COGNITIVE MAPPING CHART 2 Consumer Decision Process Stages Cognitive Experience Need Recognition Dimensions Thought • Toothpaste Health Benefits (Science) Feeling (Art) Information Search • Toothpaste Dental Facts (package, ads) • Toothpaste * Toothpaste Hedonic Benefits Desirable Image (whitening, flavor) (package, ads)

COGNITIVE MAPPING CHART 2 Consumer Decision Process Stages Cognitive Need Experience Information Search Recognition Dimensions Thought • Learning Toys • Aptitude (Leapfrog, (package, web link) (Science) Playschool) Feeling • Leisure Toys * Amusement (dolls, balls) (package, ads) (Art)

COGNITIVE MAPPING CHART 3 Consumer Decision Process Stage Cognitive Dimensions Alternative Evaluation Thought (Science) • Car – Fuel Economy & Roominess • College – Faculty & Courses Feeling (Art) • Car – Performance & Styling • College – Fun & Campus

COGNITIVE MAPPING CHART 4 Consumer Decision Process Stages Cognitive Experience Dimensions Thought (Science) Purchase Post-Purchase * Computer Price * Computer Satisfaction (Perform > Price) Feeling (Art) * Computer Status * Computer Dissatisfaction (Perform < Price)

COGNITIVE MAPPING CHART 4 Consumer Decision Process Stages Cognitive Purchase Experience (“Retailer”) Dimensions Thought * Computer @ (Science) Online E-tailer (Convenience) Feeling (Art) Post-Purchase *Cost = Satisfied *Capabilities = Dissatisfied * Computer @ *Cost = Dissatisfied Tech Retailer *Capabilities = (Credibility) Satisfied