1. What affective responses do you think the Barnes & Noble environment creates? How might consumers' cognitive systems interpret these responses? From a marketing perspective, what is more important to Barnes & Noble: affect or cognition? Some affective responses created by the Barnes & Noble environment are due to the store layout and atmosphere that make it different from the competition. Barnes and Nobles has a clean environment, which makes it comfortable for customers to have a positive reaction towards them. The Barnes & Noble store has a design that creates a relaxing atmosphere while leaving the community with a positive rating of the store. The affective response will not work on some people. There are people who may want to walk into the store, buy a book and leave, while others may buy the book and sit in the store and start reading the book and talking to others. The same person might have different responses at different times, depending on the consumer's wants, needs, mood and time. Cognitive decision making is affective when it comes to purchasing decisions. People are so comfortable with the store that they browse through a variety of books before choosing one or their favorite. So a negative affective response would lead people to leave the store and be rejected by future customers. It's hard to decide whether affect or cognition matters to Barnes & Noble. Books are sold cheaper online, but customers choose to go to Barnes & Noble, purchase their books, and relax in their own environment.2. Rob goes to a Barnes & Noble location to hang out and meet people. Lisa only goes when she wants to buy a specific book or CD. Describe how integration processes might convince them to choose Barnes & Noble instead of...... middle of paper ......References(2013, 05). Barnes and Noble case study. StudyMode.com. Retrieved May 5, 2013, from http://www.studymode.com/essays/Case-Study-Barnes-And-Noble-1704240.htmlPeter, J. P., & Olson, J. C. (2010). Consumer Behavior and Marketing Strategy (9th ed.). New York: McGraw-Hill Irwin.(2012, 01). Online Leadership Case Analysis Questions (a): Barnes & Noble vs. Amazon.Com. StudyMode.com. Retrieved January 1, 2012, from http://www.studymode.com/essays/Case-Analysis-Questions-On-Leadership-Online-902007.html(2012, 05). Barnes & Noble v. Amazon.Com. StudyMode.com. Retrieved May 5, 2012, from http://www.studymode.com/essays/Barnes-Noble-Vs-Amazon-Com-1012841.html(2013, 03). Case Analysis: Online Leadership: Barnes & Noble vs. Amazon.Com.StudyMode.com. Retrieved March 3, 2013, from http://www.studymode.com/essays/Case-Analysis-Leadership-Online-Barnes-1507341.html