Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose - This conceptual research analyses the interrelationship of cognition and affect in the development of customer engagement in the backdrop of the cognitive-experiential self-theory.

Design/methodology/approach - The existing literature on the interpretation of customer engagement and cognitive experiential self-theory is used to develop the new theoretical framework of customer engagement

Findings -The multidimensional view of the interaction between the intra-psychic subsystems of cognition, affect, inner dispositions and behaviour is the one generally followed by investigators in the analysis of customer engagement. In the dynamics of customer engagement, it has been recognized that cognition and affect individually and interactively contribute to the state of customer engagement as these are considered to be the core processes of engagement.

Research limitations - Being a conceptual paper, primary empirical support is lacking to explain the cognitive-experiential system view of customer engagement

Practical implications -The mechanisms of customer engagement in the application of marketing strategy and the understanding of the consumption patterns of the consumer provide new insights to the marketing activities and the consumer.

Originality/value -The suggested framework of customer engagement provides yet another way of interpreting the same from the perspective of intra-individual sub-systems.

Keywords

Cognitive System; Consumption Schemata; Experiential Consumption; Experiential System; Implicit Cognition

1. Andrews, L., Drennan, J., & Russell-Bennett, R. (2012). Linking perceived value of mobile marketing with the experiential consumption of mobile phones. European Journal of Marketing, 46(3/4), 357–386. https://doi.org/10.1108/03090561211202512  


2. Barsalou, L. W. (1983). Ad hoc categories. Memory & Cognition, 11(3), 211–227. https://link.springer.com/article/10.3758/BF03196968  


3. Bigné, J. E., Mattila, A. S., & Andreu, L. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of Services Marketing, 22(4), 303–315.


4. Bowden, J. L.-H. (2009). The Process of Customer Engagement: A Conceptual Framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/0.2753/MTP1069-6679170105 


5. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052  


6. Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703  


7. Brown, T. J. (1992). Schemata in Consumer Research: a Connectionist Approach. In U. : A. for C. R. John F. Sherry, Jr. and Brian Sternthal, Provo (Ed.), Advances in Consumer Research (Volume 19, pp. 787–794). https://www.acrwebsite.org/volumes/7390


8. Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255  


9. Chea, S., & Luo, M. M. (2008). Post-Adoption Behaviors of E-Service Customers: The Interplay of Cognition and Emotion. International Journal of Electronic Commerce, 12(3), 29–56. https://doi.org/10.2753/JEC1086-4415120303  


10. Cheung, C. M. K., Lee, M. K. O., & Jin, X. (2011). Customer Engagement in an Online Social Platform: A Conceptual Model and Scale Development. ICIS2011. https://aisel.aisnet.org/icis2011/proceedings/onlinecommunity/8/


11. Dimofte, C. (2010). Implicit Measures of Consumer Cognition: A Review. Psychology and Marketing, 27(10), 921–937. https://doi.org/10.1002/mar.20366  


12. Doorn, J. van, Lemon, K. N., Mittal, V., Nass, S., Nass, S., & Nass, S. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13, 253–266. https://doi.org/10.1177/1094670510375


13. Bigné, J. E., Mattila, A. S., & Andreu, L. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of Services Marketing, 22(4), 303–315.13, 253–266. https://doi.org/10.1177/1094670510375599  


14. Epstein, S. (2003). Cognitive-experiential self-theory of personality. In Handbook of psychology: Personality and social psychology (In T. Mill, Vol. 5, pp. 159–184). John Wiley & Sons, Inc. https://doi.org/10.1002/0471264385.wei0507  


15. Erasmus, A., Bishoff, E., & Rousseau, G. (2002). The potential of using script theory in consumer behaviour research. Journal of Family Ecology and Consumer Sciences, 30(1), 1–9. https://doi.org/10.4314/jfecs.v30i1.52819  


16. Friese, M., Wänke, M., & Plessner, H. (2006). Implicit Consumer Preferences and Their Influence on Product Choice. Psychology & Marketing, 23(9), 727–740. https://doi.org/10.1002/mar.20126  


17. Gambetti, R. C., & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6),7. https://www.researchgate.net/publication/230770659_The_concept_of_engagement_A_systematic_analysis_of_the_ongoing_marketing_debate  


18. Gigerenzer, G., & Goldstein, D. G. (1996). Reasoning the fast and frugal way: Models of bounded rationality. Psychological Review, 103(4), 650–669. https://doi.org/10.1037/0033-295X.103.4.650  


19. Godinho, R., Loureiro, S. M. C., & Guerreiro, J. (2019). Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy. Journal of Hospitality Marketing & Management, 28(2). https://doi.org/10.1080/19368623.2018.1506375  


20. Grebitus, C., & Bruhn, M. (2006). Consumers’ Demand for Pork Quality: Applying Semantic Network Analysis. https://dr.lib.iastate.edu/handle/20.500.12876/12805  


21. Greenwald, A. G., & Banaji, M. R. (1995). Implicit social cognition: Attitudes, self-esteem, and stereotypes. Psychological Review, 102(1), 4–27. https://doi.org/10.1037/0033-295X.102.1.4  


22. Grundey, D. (2008). Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers. Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, 11(29), 133–151. https://ideas.repec.org/a/rej/journl/v11y2008i29p133-151.html  


23. Heuvel, T. den, Trijp, H., Woerkum, C., Renes, R., & Gremmen, B. (2007). Linking product offering to consumer needs; inclusion of credence attributes and the influences of product features. Food Quality and Preference, 18(2), 296–304. https://doi.org/10.1016/j.foodqual.2006.02.001  


24. Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132–140. https://www.jstor.org/stable/2489122  


25. Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8). https://doi.org/10.1080/0267257X.2010.500132  


26. Holt, D. B. (1995). How Consumers Consume: A Typology of Consumption Practices. Journal of Consumer Research, 22(1), 1–16. https://doi.org/10.1086/209431  


27. Johnson, M. D., & Lehmann, D. R. (1997). Consumer Experience and Consideration Sets For Brands and Product Categories. In U. : A. for C. R. Merrie Brucks and Deborah J. MacInnis, Provo (Ed.), Advances in Consumer Research (Volume. 24, pp. 295–300). https://www.acrwebsite.org/volumes/7885/volumes/v24/NA - 24   


28. Kardes, F. R., Kalyanaram, G., Chandrashekaran, M., & Dornoff, R. J. (1993). Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage. Journal of Consumer Research, 20(1), 62–75. https://doi.org/10.1086/209333  


29. Kim, H. Y., & Chung, J.-E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40–47. https://doi.org/10.1108/07363761111101930  


30. Kritzinger, R., & Petzer, D. J. (2020). Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment: moderating effect of application usage. European Business Review, 33(4), 642–666. https://doi.org/10.1108/EBR-04-2020-0104  


31. Lai, A. W. (1994). Consumption Schemata: Their Effects on Consumer Decision Making. In U.: A. for C. R. Chris T. Allen and Deborah Roedder John, Provo (Ed.), Advances in Consumer Research (Volume 21, pp. 489–494). https://www.acrwebsite.org/volumes/7641/volumes/v21/NA-21  


32. Lazarus, R. S. (1991). Cognition and motivation in emotion. American Psychologist, 46(4), 352–367. https://doi.org/10.1037/0003-066X.46.4.352  


33. Lee, K., & Allen, N. J. (2002). Organizational citizenship behavior and workplace deviance: The role of affect and cognitions. Journal of Applied Psychology, 87(1), 131–142.


34. Levy, O., Beechler, S., Taylor, S., & Boyacigiller, N. A. (2007). What we talk about when we talk about ‘global mindset’: Managerial cognition in multinational corporations. Journal of International Business Studies, 38(2), 258. http://www.palgrave-journals.com/jibs/journal/v38/n2/pdf/8400265a.pdf   


35. Lofman, B. (1991). ELEMENTS OF EXPERIENTIAL CONSUMPTION: AN EXPLORATORY STUDY. In U. : A. for C. R. Rebecca H. Holman and Michael R. Solomon, Provo (Ed.), Advances in Consumer Research (Volume 18, pp. 729–735). https://www.acrwebsite.org/volumes/7243/volumes/v18/NA-18  


36. Mackie, D. M., & Worth, L. T. (1989). Processing deficits and the mediation of positive affect in persuasion. Journal of Personality and Social Psychology, 57(1), 27–40. https://doi.org/10.1037/0022-3514.57.1.27  


37. Maison, D., Greenwald, A., & Bruin, R. (2001). The Implicit Association Test as a measure of implicit consumer attitudes. Polish Psychological Bulletin, 32, 1–9. https://www.researchgate.net/publication/312656482_The_Implicit_Association_Test_as_a_measure_of_implicit_consumer_attitudes  


38. Schultheiss, O. C. (2008). Implicit motives. In Handbook of personality: Theory and research (In O. P. J). The Guilford Press. https://psycnet.apa.org/record/2008-11667-024  


39. Seeley, E. (1992). Human needs and consumer economics: the implications of Maslow’s theory of motivation for consumer expenditure patterns. The Journal of Socio-Economics, 21(4), 303–324. https://doi.org/10.1016/1053-5357(92)90002-O  


40. Star, S. L. (2005). Categories and cognition: Material and conceptual aspects of large scale category systems. In Interdisciplinary Collaboration (1st Editio, p. 20). https://doi.org/10.4324/9781410613073


41. Sternberg, R. J. (2010). Applied Cognitive Psychology: Perceiving, Learning and Remembering. https://www.amazon.in/Applied-Cognitive-Psychology-Perceiving-Remembering/dp/8131509028  


42. Stubbart, C. I. (1989). MANAGERIAL COGNITION: A MISSING LINK IN STRATEGIC MANAGEMENT RESEARCH. Journal of Management Studies, 26(4), 325–347.


43. Walls, A. R., & Wang, Y. (2011). Experiential consumption and destination marketing. In A. Wang, Y., Pizam (Ed.), Destination marketing and management: theories and applications. https://doi.org/10.1079/9781845937621.0082  


44. Watson, L., & Spence, M. T. (2007). Causes and consequences of emotions on consumer behaviour: A review and integrative cognitive appraisal theory. European Journal of Marketing, 41(5–6), 487–511. https://doi.org/10.1108/03090560710737570   


45. Westbrook, R. A., & Oliver, R. L. (1991). The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction. Journal of Consumer Research, 18(1), 84–91. https://www.jstor.org/stable/2489487


46. Malter, A. J. (1996). An Introduction to Embodied Cognition: Implications For Consumer Research. In U. : A. for C. R. Kim P. Corfman and John G. Lynch Jr., Provo (Ed.), Advances in Consumer Research (Volume 23). https://www.acrwebsite.org/volumes/7962/volumes/v23/NA-23 


47. Matthew Thomson, J.MacInnis, D., & Park, C. W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10


48. Mischel, W., & Shoda, Y. (1995). A cognitive-affective system theory of personality: Reconceptualizing situations, dispositions, dynamics, and invariance in personality structure. Psychological Review, 102(2), 246–268. https://doi.org/10.1037/0033-295X.102.2.246 


49. Patterson, P. G., Yu, T., & Ruyter, ko de. (2006). Understanding Customer Engagement in Services. https://www.researchgate.net/publication/341788309_Understanding_customer_engagement_in_services  


50. Roberts, C., & Alpert, F. (2010). Total customer engagement: Designing and aligning key strategic elements to achieve growth. Journal of Product & Brand Management, 19(3). https://doi.org/10.1108/10610421011046175 


51. Schaufeli, W. B., Salanova, M., González-romá, V., & Bakker, A. B. (2002). The Measurement of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach. Journal of Happiness Studies Volume, 3, 71–92. https://link.springer.com/article/10.1023/A:1015630930326 


52. Schmidt, C., Morard, R., Almogi-Labin, A., Weinmann, A. E., Titelboim, D., Abramovich, S., & Kucera, M. (2015). Experimental data on photophysiology and growth rates of Pararotalia calcariformata. PANGAEA. https://doi.org/10.1594/PANGAEA.847804


53. Schmitt, B. H., & Dubé, L. (1992). Contextualized representations of brand extensions: Are feature lists or frames the basic components of consumer cognition? Marketing Letters, 3, 115–126. https://link.springer.com/article/10.1007%2FBF00993991 


54. Schneider, S. C., & Angelmar, R. (1993). Cognition in Organizational Analysis: Who’s Minding the Store? Organization Studies, 14(3), 347–374. https://doi.org/10.1177/017084069301400302  


55. Schultheiss, O. C. (2008). Implicit motives. In Handbook of personality: Theory and research (In O. P. J). The Guilford Press. https://psycnet.apa.org/record/2008-11667-024


56. Seeley, E. (1992). Human needs and consumer economics: the implications of Maslow’s theory of motivation for consumer expenditure patterns. The Journal of Socio-Economics, 21(4), 303–324. https://doi.org/10.1016/1053-5357(92)90002-O


57. Star, S. L. (2005). Categories and cognition: Material and conceptual aspects of large scale category systems. In Interdisciplinary Collaboration (1st Edition, p. 20). https://doi.org/10.4324/9781410613073  


58. Sternberg, R. J. (2010). Applied Cognitive Psychology: Perceiving, Learning and Remembering. https://www.amazon.in/Applied-Cognitive-Psychology-Perceiving-Remembering/dp/8131509028  


59. Stubbart, C. I. (1989). MANAGERIAL COGNITION: A MISSING LINK IN STRATEGIC MANAGEMENT RESEARCH. Journal of Management Studies, 26(4), 325–347.


60. Walls, A. R., & Wang, Y. (2011). Experiential consumption and destination marketing. In A. Wang, Y., Pizam (Ed.), Destination marketing and management: theories and applications. https://doi.org/10.1079/9781845937621.0082  


61. Watson, L., & Spence, M. T. (2007). Causes and consequences of emotions on consumer behaviour: A review and integrative cognitive appraisal theory. European Journal of Marketing, 41(5–6), 487–511. https://doi.org/10.1108/03090560710737570  


62. Westbrook, R. A., & Oliver, R. L. (1991). The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction. Journal of Consumer Research, 18(1), 84–91. https://www.jstor.org/stable/2489487  


63. Wörsdorfer, J. S. (2010). Consumer needs and their satiation properties as drivers of the rebound effect. In Jena: Max Planck Institute of Economics. https://www.econbiz.de/archiv1/2010/1346434641_consumer_needs_satiation.pdf



 
64.