Chapter 3

Chapter 3 - Chapter 3 Consumer Behavior: Intro to Affect...

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Chapter 3 Consumer Behavior: Intro to Affect and Cognition Components of Consumer Analysis: Consumer behavior-examining packages, choosing isles, paying Consumer environment- busy, noise, layout, lighting, temperature, chattering Marketing strategies: o Distribution strategy o Pricing strategy o Promotion strategy o Package design o POP displays Affect and Cognition o Affect- feeling responses o Cognition- mental responses o Affect- something people ARE or the feel o Cognition- thoughts or beliefs Levels of Affective Responses o Emotions o Specific feelings o Moods o Evaluations Affective System o Largely reactive o Little direct control o Felt physically o Can respond to virtually any type of stimulus o Responses are learned Cognition o Understanding, evaluating, planning, deciding and thinking o Functions- interpretation and to process interpretations Relationship between Affect and Cognition o Connected by neural pathways o Can respond independently or in response to output of the other system
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Chapter 3 - Chapter 3 Consumer Behavior: Intro to Affect...

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