I.

Belief
Belief is mean subjective judgments about the relationship between two or more things.
Is a vital role for consumers because, it can be either positive or negative towards an
object. For example, some may say tea is good and relieves tension, others may say too
much of tea is not good for health. Human beliefs are not accurate and can change
according to situations.
Relationships between Consumer Beliefs, Feelings, Attitudes, and Intentions

Consumer belief :
Expectations
Expectations are beliefs about the future. Consumers willingness to spend is

influenced by beliefs about their financial future.

Brand Distinctiveness
Why should consumer want to buy your brand instead of the competitors?
The desirability of products having something unique to offer to their consumers

is also known as the Unique Selling Proposition

Inferential Beliefs
Consumers use information about one thing to form beliefs about something else.
Beliefs are often inferred when product information is incomplete.
Also undertaken when consumers interpret certain product attributes as signals

of product qualitye.g., price-quality inferential beliefs

Consumer Confusion
Sometimes consumers do not know what to believe due to many different
reasons.
May arise due to conflicting information and knowledge
Mistaking one companys product for the product of another company
Due to changes in a products position and image
Consumers respond to confusion by:
Undertaking further information search
Basing their decision on things that are perfectly cleare.g., price

 Deferring product purchase indefinitely

II.

Feeling
An affective state (e.g., current mood state) or reaction (e.g., emotions experienced
during product consumption).
Consumers have certain specific feelings towards some products or brands. Sometimes
these feelings are based on certain beliefs and sometimes they are not. For example, an
individual feels uneasy when he thinks about cheese burst pizza, because of the
tremendous amount of cheese or fat it has.
Mood state refers to how people feel at a particular moment in time. Studies show that
consumers evaluate products more favorably when they are in a good mood.

Feelings as part of the advertising experience

Feelings activated by the advertisement have the potential to influence attitudes
formed about the featured product.
The program in which advertising appears can induce feelings and affect postmessage attitudes.

Feelings as part of the shopping experience

The retail environment elicits different feelings in consumers ultimately affecting
their
attitudes and behaviors in the store.
The shopping environment can evoke pleasure, arousal, or dominance in
consumers.

Feelings as part of the consumption experience

Some consumption experiences are liked primarily for the feelings they induce.
Feelings during consumption will influence post-consumption evaluations.
Consumers are more satisfied when product consumption leads to positive
feelings while avoiding negative ones.