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 -