Discussion
In developing and executing a promotional strategy, affect,
cognition, and behavior (ABC) has an impact on the purchase
decision–making process as it helps marketers to determine the
feelings, thoughts and beliefs, and actions that consumers may
take in response to a brand. A marketer who wants to move a
product into a new promotional mix has to look at the ABC norms
associated with the brand so that these can be aligned with the
values of its customers (Kotler, 2016). Once ABC norms are
understood, promotional communications can be created to target
aligned consumer values, represented by what they think about a
product. Then marketers can increase customers’ positive affect,
