Human cognition is a sophisticated system that performs higher mental processes such as understanding, planning, deciding, and thinking. It refers to all these mental processes as well as the thoughts and meanings produced by the cognitive system. The cognitive system interacts with and interprets the affective system, which produces emotional and feeling-based responses. For example, a stimuli can produce an initial affective response that is then interpreted by the cognitive system, leading to thoughts, beliefs, and decisions. Both the affective and cognitive systems influence consumer purchase behavior in complex ways.