5. Past experience
This leads us to interpret later experience in the light of
what we already know. Psychologists call this the law of
primacy, Sometimes sights, smells or sounds from our past
will trigger off inappropriate responses: the smell of bread
baking may recall a village bakery from twenty years ago,
but in fact the smell could have been artificially generated
by an aerosol spray near the supermarket bread counter.
An example of cognitive mapping as applied to perception
of product quality might run as follows.
The consumer uses the input selector to select clues and
assign values to them. For quality, the cues are typically
price, brand name and retailer name. There are strong
positive relationships between price and quality in most
consumers’ perceptions, and brand name and quality;
although the retailer name is less significant, it still carries
some weight.
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