Introduction

Consumers are being exposed to enormous amount of marketing stimuli everyday. Upon receipt of such stimuli, at a certain time, the consumers will response by making decision on what to buy? which brand to buy? Where to buy? When to buy and how much to buy? Yet, to the marketer, its obvious that there is a consumer black box through which the mentioned responses are produced by of the consumers. This is because they have still not figured out how and why the consumers behave as such. One known truth is that it is mainly the buyer’s emotion that influence how they perceive and react to those stimuli. Hence it is imperative that the marketers understand and predict consumer behavior under given circumstances. It’s only those marketers who really understand how consumers respond to stimuli created (even on shopper marketing at the point-of-sales) can have a great advantage over its competitors.