Analyzing the Impact of Consumers' Internal Stimuli on Affective and Cognitive Buying Behavior: A Mediated Perspective

Abstract

Consumer behavior is shaped by various internal stimuli such as emotions, attitudes, motivations, personality traits, and cognitive processes. Recognizing how these internal factors influence affective and cognitive buying behavior is critical for marketers aiming to effectively connect with consumers and encourage purchasing decisions. This study seeks to explore the mediating role of internal stimuli in the relationship between affective and cognitive buying behavior. Using theoretical insights from consumer psychology and marketing literature, a conceptual framework is proposed to explain the intricate interactions between internal stimuli, affective responses, cognitive evaluations, and purchase intentions. The research adopts a combination of quantitative surveys and experimental methods to collect data from a diverse consumer base. Statistical methods like regression analysis and path analysis (T-sample test) are utilized to assess the direct and mediating effects of internal stimuli on affective and cognitive buying behavior. The study’s findings enhance our understanding of consumer decision-making processes and offer actionable insights for marketers to design targeted and persuasive strategies to engage consumers effectively