consumer ehaviour and marketing strategy.docVIP

Components of the wheel of consumer analysis: environment, behaviour, marketing strategy, affect and cognition. Types of Affective Responses: emotions, special feelings, moods, evaluations. The Affective System Affective system is largely reactive Little control over their affective responses Affective responses are felt physically in the body The affective system can respond to virtually any type of stimulus Affective responses are learned Cognitions: A major function of the human cognitive system is to interpret, make sense of, and understand significant aspects of their personal experiences