The behavioral intention is what the consumer plans to do with respect to the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence of beliefs (or affect), but may sometimes reflect other circumstances--e.g., although a consumer does not really like a restaurant, he or she will go there because it is a hangout for his or her friends.

Consumers also hold certain feelings toward brands or other objects. Sometimes these feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a hamburger because of the tremendous amount of fat it contains), but there may also be feelings which are relatively independent of beliefs. For example, an extreme environmentalist may believe that cutting down trees is morally wrong, but may have positive affect toward Christmas trees because he or she unconsciously associates these trees with the experience that he or she had at Christmas as a child.

I agree with the thoughts you had on behavioral intention Nonlapan, at times I see things in the store, especially around the checkout lanes that cause me to want to buy products and brands that I generally do not use or want. I hear this is called impulse buying. when I did some research, I found that it is the buying of goods without planning to do so in advance, as a result of a sudden whim or impulse. What component or component do you think this is involved with impulse buying?