Abstract:
The consumer happiness is considered as dynamic perception. There is only a small
information accessible about how consumer satisfaction is established over time. Cognition
and affect have stretched history of influencing the buying behaviour of an individual. The
modification in one of the dimensions pointers to selected proportionate change in equivalent
factor. This paper brings out the review of literature of Affect, Cognition and customer
satisfaction. A numeral of investigation readings have been supported out to determine the role
of cognition and affect in consumer decision making. However, in majority of the research,
absence of proof of scientific reliability and legitimacy and nature of itemization in previous
scales/papers has not been widespread as well. Based on actual consumer consumption data,
this literature analysis shows the influence of cognition on the customer consummation
assessment upsurges and the impact of affect declines over time. Furthermore, these effects are
mitigated with unpredictable enactment understandings. As a final point, this paper indicates
that the change in customer satisfaction mutually described by cognition and affect upsurges
as knowledge accrues. This paper reconnoiters the progression for in what way extremely
reliable and valid displays of cognition and affect have been urbanized.
