Which term refers to feelings that consumers experience towards stimuli and events?

The term you selected relates specifically to the emotional responses that consumers have towards various stimuli and events. Affect encompasses a wide range of feelings, including emotions and moods, that can significantly influence consumer behavior and decision-making processes. It highlights how individuals resonate with factors such as advertisements, brands, products, or experiences on an emotional level. Consequently, marketers often aim to evoke specific affects to create a connection with consumers, thereby enhancing brand loyalty and driving purchase decisions.

Cognition, on the other hand, involves mental processes such as thinking, understanding, and processing information, which are distinct from emotional experiences. Behavior pertains to the actions consumers take in response to their feelings and thoughts but does not capture the emotional aspect itself. The environment refers to external factors and conditions surrounding consumers, which can influence their feelings and behaviors but does not define the emotional experiences themselves. Thus, the term that most accurately defines the emotions consumers experience is affect.