Exogenous cognition and cognitive state theory: The plexus of consumer analytics and decision-making

Smith, Andrew; Harvey, John; Goulding, James; Smith, Gavin; Sparks, Leigh

Abstract

We develop the concept of exogenous cognition (ExC) as a specific manifestation of an external cognitive system (ECS). Exogenous cognition describes the technological and algorithmic extension of (and annexation of) cognition in a consumption context. ExC provides a framework to enhance understanding of the impact of pervasive computing and smart technology on consumer decision-making and the behavioural impacts of consumer analytics. To this end, the paper provides commentary and structures to outline the impact of ExC and to elaborate the definition and reach of ExC. The logic of ExC culminates in a theory of cognitive states comprising of three potential decision states; endogenous cognition (EnC), symbiotic cognition (SymC) and surrogate cognition (SurC). These states are posited as transient (consumers might move between them during a purchase episode) and determined by individual propensities and situational antecedents. The paper latterly provides various potential empirical avenues and issues for consideration and debate.

Citation

Smith, A., Harvey, J., Goulding, J., Smith, G., & Sparks, L. (2020). Exogenous cognition and cognitive state theory: The plexus of consumer analytics and decision-making. Marketing Theory, 21(1), 53-74. https://doi.org/10.1177/1470593120964947

• Journal Article Type: Article
• Acceptance Date: Oct 9, 2020
• Online Publication Date: Oct 16, 2020
• Publication Date: Oct 16, 2020
• Deposit Date: Oct 14, 2020
• Publicly Available Date: Oct 16, 2020
• Journal: Marketing Theory
• Print ISSN: 1470-5931
• Electronic ISSN: 1741-301X
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 21
• Issue: 1
• Pages: 53-74
• DOI: https://doi.org/10.1177/1470593120964947
• Keywords: Consumer; Decision-making; Exogenous Cognition; Analytics; Marketing; Big Data; Algorithmic Acknowledgements:
• Public URL: https://nottingham-repository.worktribe.com/output/4964585
• Publisher URL: https://journals.sagepub.com/doi/full/10.1177/1470593120964947