Case Study: Barnes & Noble Essay

Case Study: Barnes & Noble Essay

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1. What affective responses do you think the Barnes & Noble environment creates? How might consumers ‘cognitive systems interpret these responses? From a marketing perspective, which is more important to Barnes & Noble—affect or cognition?
Some affective response Barnes & Noble’s environment creates is by its store layout and atmosphere that make it different from their competitors. Barnes and Nobles has a clean environment, which makes it comfortable for the customers to have a positive reaction towards them. Barnes & Noble’s store has a design that create a relax mood leaving the community with a positive evaluations of the store.
The affective response won’t work on some people. There are people that might want to come into the store and buy a book and leave, while other might buy the book and sit down in the store and start to read the book and talk to others. The same person might have different response at different times, depending on the consumer want, needs, mood, and time.
The cognitive decision is affective when it comes to shopping decisions. People are so comfortable with the store that they would look through a variety of books before choosing one, or the one they like. So a negative affective response would lead into people leaving the store and rejecting it from future customers.
It’s hard to decide whether the affect or cognition is important to Barnes & Noble. Books are sold cheaper online but customers choose to drive to Barnes & Noble and buy their books and relax in their environment.
2. Rob goes to a Barnes & Noble location to hang out and meet people. Lisa goes only when she wants to purchase a specific book or CD. Describe how integration processes might convince them to choose Barnes & Noble over...


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References
(2013, 05). Case Study Barnes and Noble. StudyMode.com. Retrieved 05, 2013, from http://www.studymode.com/essays/Case-Study-Barnes-And-Noble-1704240.html

Peter, J. P., & Olson, J. C. (2010). Consumer behavior & marketing strategy (9th ed.). New York: McGraw-Hill Irwin.
(2012, 01). Case Analysis Questions on Leadership Online (a): Barnes & Noble vs. Amazon.Com. StudyMode.com. Retrieved 01, 2012, from http://www.studymode.com/essays/Case-Analysis-Questions-On-Leadership-Online-902007.html
(2012, 05). Barnes & Noble vs. Amazon.Com. StudyMode.com. Retrieved 05, 2012, from http://www.studymode.com/essays/Barnes-Noble-Vs-Amazon-Com-1012841.html
(2013, 03). Case Analysis: Leadership Online: Barnes & Noble vs. Amazon.Com.StudyMode.com. Retrieved 03, 2013, from http://www.studymode.com/essays/Case-Analysis-Leadership-Online-Barnes-1507341.html



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