THE INTERACTION BETWEEN AFFECT & COGNITION ON ONLINE CONSUMER DECISION-MAKING

Abstract

Abstract This thesis aims at uncovering the mechanisms of the interaction between affect and cognition in consumers’ online decision-making. Customers shifting their preferences toward online shopping has resulted in changes in their decision mechanisms, consequently, resulting in a change in their behavior. Research has demonstrated that affect plays a more important role in consumers’ decisions due to the environmental stimuli in an offline context. Online, consumers are no longer driven by stimuli presented in the physical environment. Understanding the changes in affective and cognitive processes online is highly beneficial to marketers. Knowing how the brain processes information to translate it into behavior helps marketers achieve more knowledge in their consumer research. Marketing actions will then be built so that they target the mechanism more responsible for online decisions and help increase the impact of the other