Consumer Behavior

2012

Group Members:

Mohammad Mahdi Mesbahi

Masoud Moghaddas

Mark Liew Han Loong

GM04701

GM04443

GM04130

What affective responses do you think the Barnes

& noble environment creates?

What is the

Affective

Responses?

Consumer Behaviour Definition:

The feelings a person has toward an

attitude object such as a brand,

advertisement, salesperson, etc. Affect

is growing in importance in attempts to

understand and predict consumer

behaviour (defined by American Marketing

Association)

The emotional response to a

situation

Barns and Noble

EnvironmentBarns and Noble Philosophy:

The more consumers we attract into the

store and the longer they are encourage

to stay, the more book we sell.(B&N Spokesperson)

Are you in a good

mood today?

Affective ResponsesB&N focus on:

Friendly atmosphere

Consumer mood

They change the boring

and traditional atmosphere

to the happy, exciting, and

friendly one. People look at

the reading as a new

entertainment.

(large sofa, background music, coffee bar, bright lighting, …)

B&N creates an environment that consumer spend their time to feel

good and be 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 Behaviour

Definition:

The Psychological

Responses which includes

Understanding, Evaluating,

Planning, Deciding and

Thinking. The mental (thinking)

responses to a

stimuli.

Cognitive

ResponsesConsumer

decision-making involves three important cognitive processes:

1. Interpretation processes

• Attention• Comprehension• Knowledge,

meanings & beliefs

2. Integration processes

• Form overall evaluations of products, other objects, behaviors

• Choose among alternative behaviors

3. Retrieval of Product knowledge

• Stored knowledge, meanings, and beliefs

• Product involvement• Activation of memory• Automatic processing

Cognitive

ResponsesHow consumers

cognitive systems interpret these responses:

Comparing with other options for purchasing books. On-line - Amazon, bookshop around the corner

Significant experiences or beliefs formed from previous visits to Barnes and Nobles

Product involvement of books category in making a purchase or visiting a store

From a marketing perspective, which is more

important to Barnes & Noble-affect or cognition?

What is marketing

strategy?

It is a process that can allow an

organization to concentrate its limited

resources on the greatest opportunities to

increase sales and achieve a sustainable

competitive advantage.

Both cognitive and affective systems are 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 Cognitio

nEmotio

nal

Ration

al More effective in short-

run

More effective in long-

run

Thank you

Thank You

Present like Professionals

Created by:

Mahdi Mesbahimahdi.mesbahi@gmail.com