Istraživanje kognitivnog i afektivnog ponašanja prilikom kupovine
The Research Of Cognitive And Affective Behaviour During Shopping

Summary/Abstract: The paper deals with the field research of cognitive and affective aspects of behaviour during shopping. The sample includes 100 respondents and the data are collected by means of questionnaires with already structured responses. The results show that women prefer buying more than men, that they are more prone to affective (impulsive) behaviour when shopping, while men consider more options. Better educated respondents are more prone to cognitive behaviour in shopping than less educated. People express more cognitive behaviour as they get older. When buying more expensive and significant products cognition dominates above the affect. This paper has both practical and theoretical meaning because it can help those who do marketing, but it can also serve as a basis for further research of better understanding of consumer behaviour.

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