Sofi, Shakeel Ahmad; Mir, Faizan Ashraf; Baba, Mubashir … - In: Future Business Journal 6 (2020) 31, pp. 1-20
Cognition and affect have had stretched history of influencing the buying behaviour of an individual. The change in one … carried out to ascertain the role of cognition and affect in consumer decision making. But most of the studies lack the … stake holders. This paper explores the process for how highly reliable and valid indicators of cognition and affect have …