The document discusses a framework for analyzing consumers that involves three elements: affect, cognition, and behavior. Affect refers to feelings and emotions about stimuli and events. Cognition involves mental processes and thinking. Behavior consists of observable physical actions. The environment comprises external social and physical factors that influence consumers. The framework proposes that marketers should consider how these elements interact reciprocally when developing stimuli to influence consumers.

1. Affect: feelings about stimuli and events,
responses can vary and be favorable or
unfavorable
Cognition: thinking, mental structures
Behavior: physical actions that can be
observed and measured
it's the medium in which marketing stimuli are placed
Environment: everything external to a mark stra is a set of stimuli placed in
consumers, social, physical stimuli consumer's environment designed to
Consumer Affect and Cognition influence their affect, cognition and
behavior
consider all three elements in a
comprehensive analysis
2. A framework for implications of the reciprocal system
any of them may be the starting point for
consumer analysis
Consumer Analysis
consumers and env change continously
2. A framework for Consumer Analysis.mmap - 17/11/2010 -