What We Feel and Why We Buy: The Influence of Emotions on Consumer Decision-Making

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Each specific emotion is associated with a set of cognitive appraisals that drives the influence of the emotion on decision-making through nuanced psychological mechanisms. We present an integrated view of the current literature on how emotions – both related and unrelated to the decision at hand – play an important role in shaping consumer decision-making. Emotions embedded in marketing stimuli influence decision-making via processes driven by cognitive appraisals. Emotions that are unrelated to the decisions influence decision-making via carried over appraisal tendencies. We present perspectives on why and under what conditions emotions serve as antecedents to decision-making, and call for future research to examine how emotional influences can both undermine and help consumer decision-making.