2012 Consumer Behavior Group Members: Mohammad Mahdi Mesbahi GM04701 Masoud Moghaddas GM04443 Mark Liew Han Loong GM04130
What affective responses do you think the Barnes & noble environment creates?
What is the AffectiveConsumer Behaviour Definition: Responses?The feelings a person has toward an attitudeobject such as abrand, advertisement, salesperson, etc. Affectis growing in importance in attempts tounderstand and predict consumer behaviour(defined by American Marketing Association) The emotional response to a situation
Barns and NobleBarns and Noble Philosophy: EnvironmentThe more consumers we attract into the storeand the longer they are encourage to stay, themore book we sell.(B&N Spokesperson)
Affective ResponsesB&N focus on: Friendly atmosphereThey change the boring andtraditional atmosphere to thehappy, exciting, and friendlyone. People look at the readingas a new entertainment. Consumer mood(large sofa, background music, coffee bar, bright lighting, …)B&N creates an environment that consumer spend their time to feel good andbe relax. When they are in a good mood, they buy more.
How might consumers’ cognitive systems interpret these responses?
What is the Cognitive Responses?Consumer BehaviourDefinition:The Psychological Responseswhich includes Understanding,Evaluating, Planning, Decidingand Thinking.The mental (thinking)responses to a stimuli.
Cognitive Responses Consumer decision-making involves three important cognitive processes:1. Interpretation 2. Integration processes 3. Retrieval of Productprocesses • Form overall knowledge • Attention evaluations of • Stored • Comprehension products, other knowledge, meanings, • Knowledge, objects, behaviors and beliefs meanings & beliefs • Choose among • Product involvement alternative • Activation of memory behaviors • Automatic processing
Cognitive Responses How consumers cognitive systems interpret these responses:Comparing with Significant Product involvementother options for experiences or of books category inpurchasing beliefs formed from making a purchasebooks. On-line - previous visits to or visiting a storeAmazon, booksh Barnes and Noblesop around thecorner
From a marketing perspective, which is moreimportant to Barnes & Noble-affect or cognition?
strategy?It is a process that can allow an organization toconcentrate its limited resources on the greatestopportunities to increase sales and achieve asustainable competitive advantage.
Both cognitive and affective systemsare important, because: They are highly interrelated. Each system can respond to the output of the other system. Both are important for understanding consumer behavior.
Conclusion: Affect Cognition Emotion Rationa alMore effective in short-run l More effective in long-run