1. 2012
Consumer Behavior
Group Members:
Mohammad Mahdi Mesbahi GM04701
Masoud Moghaddas GM04443
Mark Liew Han Loong GM04130

2. What affective responses do you think the Barnes
& noble environment creates?

4. What is the Affective
Consumer Behaviour Definition:
Responses?
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

5. Barns and Noble
Barns and Noble Philosophy:
Environment
The more consumers we attract into the store
and the longer they are encourage to stay, the
more book we sell.
(B&N Spokesperson)

7. Affective Responses
B&N focus on:
 Friendly atmosphere
They change the boring and
traditional atmosphere to the
happy, exciting, and friendly
one. People look at the reading
as 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 and
be relax. When they are in a good mood, they buy more.

8. How might consumers’ cognitive systems
interpret these responses?

9. 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.

10. Cognitive Responses
Consumer
decision-making
involves three
important
cognitive
processes:
1. Interpretation 2. Integration processes 3. Retrieval of Product
processes • 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

11. Cognitive Responses
How consumers
cognitive
systems
interpret these
responses:
Comparing with Significant Product involvement
other options for experiences or of books category in
purchasing beliefs formed from making a purchase
books. On-line - previous visits to or visiting a store
Amazon, booksh Barnes and Nobles
op around the
corner

12. From a marketing perspective, which is more
important to Barnes & Noble-affect or cognition?

13. 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.

14. 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.

15. Conclusion:
Affect Cognition
Emotion Rationa
al
More effective in short-run l
More effective in long-run

16. Thank
you

17. Present like Professionals
Created by:
Mahdi Mesbahi
mahdi.mesbahi@gmail.com