I've created a document discussing what is consumer behavior in its essence discussed what are the components of consumer behavior.

1. CONSUMER BEHAVIOR

2. The Tri-Componentmodel
The Tri-Component model states that a consumer’s behavior comprises of three components
that are Cognition, Conation and Affect.

3. The Cognitive Component
This function consists of information which a person gathers either by some external source or
by personal experience.
Advertisements that relate to the Cognitive Component are:

4. The Conative Component
This function describes the chances of a person’s behavior towards a certain product. That how
would he react towards it.
Advertisements that relate to the Conative Component are:

5. The AffectComponent
This refers to a person’s emotions towards a specific brand. The affect component can be either
negative or positive. This depends on the emotional state of mind of the person when he is in
the process of purchasing that product.
Advertisements that relate to the Affect Component are:

6. Motivational Function
Knowledge Function: The knowledge function refers to a customer’s need of knowing more
information about the product. In advertisements, lot information is written related to the
product.
Example: Samsung galaxy S5
Value-Expressive Function: This function relates to the marketers that know about the attitude
of its target market. The marketers then work to show these attitudes in their advertisements
and marketing campaigns.
Example: Whistlez Biscuits
Utilitarian Function: The utilitarian function motivates people towards a pleasurable
experience. The marketers persuade people to try their product. For example, giving discounts
to people.
Example: OPTP, Subway, Nestle Fruita vitals
Ego-Defensive Function: This function allows a customer to retain its self-esteem. It gives them
assurance and protection.
Example: Gillette Fusion Pro Glide