Chapter-2: Cognitive and emotional consequences of anthropomorphic product appearance
9. Information processing and decision making models considers cognition, attention and emotion
There are different decision making and information processing models available in literatures. Following paragraphs covers only few of these important models (related to attention, cognition, emotion and product choice decision) which are very relevant to the present thesis. In 1992, C. Wickens described a qualitative model of human information processing that incorporates various stages which are used to perceive sensations, transform data and choose action. Each stage takes certain time to perform. Time taken for each stage may be extended due to additional considerations (e.g. uncertainty). According to this model attentional resources are finite in nature. Choices on how to distribute or allocate attentional resources have significant implications for workload assessment and work design.
According to this model, receptors help to transduce stimuli into neural signals which are transferred to brain for further processing of information through perceptual and cognitive process. Details of perceptual and cognitive process; and, role of different memory have already been discussed in previous paragraphs. Schematic diagram of human information processing is presented in Figure 2.12.
Figure 2.12 Information processing model. (Adapted from Wickens, 1992)
Though there are many proposed theories and models of decision making such as Andreason model (1965), Nicosia model (1976), Howard-Sheth model (1969), Engel-Kollat-Blackwell (EKB) model (1972), Bettman‟s model (1979), and Sheth-Newman-Gross model (1991)], two decision making model are very relevant to emotional product purchase decision (Majumdar, 2011). These models are Sheth-Newman-Gross (SNG) Model and „Engel-Kollat-Blackwell (EKB) Model‟. Both of these two models talked about the influence of product related stimuli attention, consumer satisfaction and emotion. These models also elaborated the roles of attention, consumer satisfaction and emotion in consumers‟
decision making or product choice behaviour. EKB model and SNG models are briefly discussed below.
Figure 2.13 The Sheth-Newman-Gross Model.
The SNG model was proposed in the year 1991 to explain the process of consumers‟ choice behaviour (Figure 2. 13). This particular model has practical relevance for segmenting any market. The SNG model is constituted with the basic premise that “Consumer choice is a function of certain specific composition values”. These values are:
1. Functional value 2. Social value 3. Emotional value 4. Epistemic value 5. Conditional value
Definitions of these five types of composition values are presented in Table 2.5. These five composition values have their self-proclaimed influence in specific choice context. Product choice is positively related with ea ch of these compositional values, for instance, to a first time home buyer, the purchase of home might provide functional value (the home might contain more space than present apartment), social value (close friends/relatives are also buying homes), emotional values (the consumer feels more secure in owning a home than the
apartment), epistemic value (the novelty of purchasing a home is enjoyable), and conditional value (starting a family). Therefore, designers should think about all these compositional values and may add these values into product/ service.
Table 2.5 Definitions of composition values.
The EKB model proposes how a set of information is processed through a decision-making process, external influence on consumers to arrive at a decision to purchase (Engel, Blackwell, & Miniard, 1995). This model is able to explain both pre-purchase and post-purchase information processing and their relationships with product choice decisions (Figure 2.14).
Composition value Definition Reference
Functional value
The perceived utility acquired from an alternative for functional, utilitarian, or physical performance. An alternative acquires functional value through the possession of salient functional, utilitarian, or physical attributes. Functional value is measured on a profile of choice attributes.
Sheth, Newman, &
Gross (1991)
Social value
The perceived utility acquired from an alternative association with one or more specific social groups. An alternative acquires social value through association with positively or negatively stereotyped demographic, socioeconomic, and cultural-ethnic groups. Social value is measured on a profile choice imagery.
Sheth, Newman, &
Gross (1991)
Emotional value
The perceived utility acquired from an alternative‟s capacity to arouse feelings or affective states. An alternative acquires emotional value when associated with specific feelings or when precipitating those feelings. Emotional values are measured on a profile of feelings associated with the alternative.
Sheth, Newman, &
Gross (1991)
Epistemic value
The perceived utility acquired from an alternative‟s capacity to arouse curiosity, provide novelty, and/or satisfy desire for knowledge. An alternative acquires epistemic value by items referring to curiosity, novelty, and knowledge.
Sheth, Newman, &
Gross (1991)
Conditional value
The perceived utility acquired by an alternative is the result of the specific situation or set of circumstances facing the choice maker.
An alternative acquires conditional value in the presence of antecedent physical or social contingencies that enhance its functional or social value. Conditional value is measured on a profile of choice contingencies.
Sheth, Newman, &
Gross (1991)
Figure 2.14 The Engel-Kollat-Blackwell Model.
The model has four discrete sections:
1. Information input 2. Information processing 3. Decision-making process
4. External variables operating in the background of the consumer
According to this model, consumers/users may be exposed to a large amount of information from different sources. They may get information input at the initial stage of information exposure or external search when a purchase outcome doesn‟t satisfy consumer‟s expected outcome at the latter stages of the decision making process. In EKB model, information processing stage consists of consumer‟s exposure, attention, comprehension/ perception and retention of incoming information in memory. The EKB model also talks about five basic stages in consumers‟ decision-making process. These stages are:
(i) Problem recognition (ii) Search
(iii) Alternative evaluation (all of which lead to the formation of attitudes)
(iv) Purchase intention (v) The final act of buying
According to EKB model, the consumer‟s individual characteristics (e.g.
motivation, personality, perception etc.) may influence the decision making.
Other factors affecting decision making includes social and situational factors.
Social influences may be family, social class, reference group etc.