Consumers respond positively or negatively to an advertising stimulus. Determinants of forming a positive or negative attitude towards the advertised product include cognitive and affective processing. Consumers rely on cognitive and/or affective systems to respond to a particular advertisement.
a) Critically analyse the differences between cognitive and affective consumer responses to advertising. Provide relevant examples for supporting your arguments.
b) What are the main differences between cognitive and affective consumer responses to advertising? Bring up two relevant examples from your personal or professional experience for supporting your arguments.
The question belongs to managerial economics and discusses about consumers responses to advertising stimulus and the determinants that forms a positive or negative attitude towards the product.
Total Word Count 530
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