Cognitive and affective responses in advertising

Consumers respond positively or negatively to an advertising stimulus. Determinants of forming a positive or negative attitude towards the advertised product include cognitive and affective processing. Consumers rely on cognitive and/or affective systems to respond to a particular advertisement.

This week, you will focus on cognitive and affective consumer responses in advertising and critically evaluate the differences between them.

To prepare for this Key Concept Exercise:

• Read the Required Learning Resources for Week 2.
• Consider the differences between cognitive and affective consumer behaviour.
• Recall or search for examples of advertisements that exhibit the differences between cognitive and affective responses discussed in your Key Concept Exercise.

To complete this Key Concept Exercise:

In an approximately 500-word response, address the following issues/questions:

• Critically analyse the differences between cognitive and affective consumer responses to advertising. Provide relevant examples for supporting your arguments.
• In formulating your Key Concept Exercise, consider the following questions:
  • What are the main differences between cognitive and affective consumer responses to advertising?
  • Bring up two relevant examples from your personal or professional experience for supporting your arguments.

When writing your responses you should synthesise the theory with real-world experience and use examples of the theories in action in a real organisation about which you have read or one in which you have worked.

Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.

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.