Considerable research has been carried out to broaden the understanding on consumer purchase decision making process through advertising strategy and integrated communication. The research has used quantitative research method, and recruited a sample of 200 adults for the collection of data. It has been found in this research that there is a strong positive correlation exists between consumer p...

Traditional models of consumer decision-making are largely cognitive and sequential in nature. While there is some recognition of an emotional component in the decision-making process, traditional models assume emotions are sequential in nature with the most important emotion being the final one, negative emotions are bad and should be overcome, cognitive and affective processes and multiple em...