What we feel and why we buy: The influence of emotions on consumer decision-making

Chethana Achar*, Jane So, Nidhi Agrawal, Adam Duhachek

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

103 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)166-170
Number of pages5
JournalCurrent opinion in psychology
StatePublished - Aug 1 2016

ASJC Scopus subject areas

  • General Psychology


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