Consumer behavior is influenced by a multitude of internal stimuli, including emotions, attitudes, motivations, personality traits, and cognitive processes. Understanding how these internal factors shape affective and cognitive buying behavior is crucial for marketers seeking to effectively engage with consumers and drive purchase decisions. This research aims to investigate the mediating role of internal stimuli in the relationship between affective and cognitive buying behavior. Drawing on theoretical frameworks from consumer psychology and marketing literature, a conceptual model is proposed to elucidate the complex interplay between internal stimuli, affective responses, cognitive evaluations, and purchase intentions. The research design incorporates both quantitative surveys and experimental methods to gather data from a diverse sample of consumers. Statistical analysis techniques, including regression analysis and path analysis (T-sample test), are employed to examine the direct and mediating effects of internal stimuli on affective and cognitive buying behavior. The findings of this study contribute to advancing our understanding of consumer decision-making processes and provide practical implications for marketers to develop more targeted and persuasive strategies for engaging with consumers in the marketplace.