You have recently been appointed as Marketing Coordinator at Mars Inc. Mars manufactures chocolate bars such as Mars Bar, Snickers and Twix. Your Marketing Director is new to her role and has commissioned some market research to collect data on people’s chocolate buying behaviour. As you are a recent Marketing graduate, the Marketing Director asks you to analyse and interpret the data and share your insights on chocolate buying behaviour with the department.
Your new Marketing Director asks for your opinion about which of the two theories, Cognitivism or Behaviourism, is the best approach to understand consumer behaviour. Explain each and provide reasons for your preferred theory.