Affect and cognitive influence on behavior- (Marketing)
To prepare for this key concept:
- Review the Required below references Learning Resources.
- Consider which factors, apart from advertisement, influenced your decision to buy the car you currently own (or the car you would like to own). You may refer, for example, to psychological, sociocultural, promotion and/or product mix influences.
- Discussing ways in which marketers could encourage consumers making both cognitive and affective decisions
- Analysing consumer emotions that play an important role in affective behaviour
- Asking probing questions to learn more about your colleagues' views
Extending the conversation into new but relevant areas (e.g. the influence of demographic characteristics in cognitive and affective consumer behaviour, the role of mood in affective decisions, the impact of personality, conflicts that may exist between affect and cognition, etc.).
500-700 words
References
Ayman, U. & Kaya, A.K. (2014) 'Consumption of branded fashion apparel: gender differences in behaviour', Social Behavior & Personality: An International Journal, 42, pp.1-8.
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Kwon, J. & Vogt, C.A. (2010) 'Identifying the role of cognitive, affective, and behavioral components in understanding residents' attitudes toward place marketing', Journal of Travel Research, 49 (4), pp.423-435.
Use the University of Liverpool Online Library to find this article.
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Lee, H.-J. & Yun, Z.-S. (2015) 'Consumers' perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food', Food Quality and Preference, 39, pp.259-267.
Use the University of Liverpool Online Library to find this article.
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Scarabis, M., Florack, A. & Gosejohann, S. (2006) 'When consumers follow their feelings: the impact of affective or cognitive focus on the basis of consumers' choice', Psychology and Marketing, 23 (12), pp.1015-1034.
Use the University of Liverpool Online Library to find this article.
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Syed Alwi, S.F. & Kitchen, P.J. (2014) 'Projecting corporate brand image and behavioral response in business schools: cognitive or affective brand attributes?', Journal of Business Research, 67 (11), pp.2324-2336.
Use the University of Liverpool Online Library to find this article.
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