Affective and Cognitive Responses of Consumer Behaviour

The book "Affective and Cognitive Responses of Consumer Behaviour" offers a comprehensive analysis of consumer behavior and their reactions to various environmental stimuli. Authors Sujith Jayasooriya and Shamala Kumar examine the critical factors that influence consumer behavior, particularly the affective and cognitive responses that contribute to the development of brand loyalty. Through a careful study involving a quota sample of 150 consumers in different shopping environments, a model is developed that highlights the relationships between feelings, beliefs, and brand image. The results of the regression analysis show that both affective and cognitive components are significant predictors of brand image, which is of great importance for marketing strategies. This academic book is a valuable resource for students and professionals in the fields of marketing and consumer behavior.