Emotion Laden Consumer Decision Making

Emotions influence what we should do in every aspect of our lives, including purchasing decisions. The change in value and stimulus of emotion serves as a source of information to help people decide whether to continue, stop, act, or think carefully. Positive emotions signal to continue the behavior, while negative emotions suggest we consider something different.

Furthermore, while high-arousal emotions prompt us to act, low-arousal emotions give us space to think. The consumer in the top example experiences positive emotions of euphoria with high energy. She is ready for action. In an excited state, she was less likely to rate the quality of the degraded item than when she was relaxed.

Emotions and Buying Behavior

All emotions have the potential to influence purchasing decisions. The buying and thinking styles that will facilitate the purchase are the most important. For example, high arousal emotions facilitate impulsive purchases because consumers are ready to act. On the other hand, some situations can benefit from low emotional arousal, which will facilitate more thinking.

On the other hand, a consumer who stumbles across the crowd when they are just picking up a few basics can feel overwhelmed or frustrated. While these are also highly arousing emotions, they are harmful. This consumer is ready to take action, but potentially in a way that helps her escape the situation that causes negative feelings. She can walk into the store and buy some items without wasting time walking through the aisles or leave and shop at a less crowded store.

For example, consider a brand that does not lead in its category but makes a great product. Consumers who buy out of habit and do not think twice about buying are likelier to buy from the category leader. However, a consumer who is more relaxed or even bored (both with low emotional arousal) is more likely to do research. In this state, consumers are willing to read more about the challenging brand and are more likely to consider the basic features of the product compared to the competition. So, when looking at emotions, a brand needs to think about the type of product, its position in the competitive landscape, and the cognitive and behavioral states that will most benefit that brand.

Emotional Buying Motive

The emotional buying motive is determined by the buyers' emotions, feelings, and attitudes. This form of motivation is completely psychological in nature. This form of purchasing motivation varies from person to person. Fear, Love and affection, Curiosity, Fashion, and Possession may all impact the motivation to buy.

Emotion-Based Decision

Emotions are the main reason many of us choose branded products. After all, many of our products are available under private labels and include the same ingredients for a lower price. So why did we decide to pay more for branded products? The answer lies in the emotional connection that brands establish with us.

Building Brand Emotions

A brand is usually nothing more than a product embodied by mental emotions in the consumer's mind. When mental perception includes only product features and other factual information, there is no emotional connection to influence the buyer's emotions. The richer the emotional content of the spiritual expression of a brand or product, the more likely a buyer is to buy, and the consumer will become a loyal user. We all know that emotions can be effectively communicated in advertising and that appeal is more emotional than rational. As a result, brand personality can also be communicated through packaging, visuals, and in-store point-of-sale displays when shoppers decide whether to buy or not.

Acting on Emotions

As buyers and consumers, an essential feature of emotions is that they motivate us to act. In response to an emotion, people are forced to do something. Fear forces us to choose between fighting or running in a physical confrontation to ensure our survival. In our daily social interactions, insecurities can lead us to buy the latest smartphones to support our positive self-image. Over time, retailers and brand marketers have developed theories about why shoppers buy. Unfortunately, most of them need to be revised because they see the buyer through the lens of the product.

Usually, marketers start with product features and benefits and research to find out the individual needs and motivations of consumers. Brands and retailers can dramatically improve buyer and consumer engagement and drive sales by better understanding the emotional connection of brands and products with buyers and consumers. As shopper marketers tap into the emotional perception of brands, there will be a revolution regarding how different brands perform, for better and for worse. Nevertheless, meanwhile, too many retailers and brands ignore the emotions of shoppers and consumers.

Coping with Emotion Laden Consumer Decisions

Consumers dealing with decisions involving conflicting attributes related to high-value goals, such as the decision to buy a car, require determining how much safety they are willing to sacrifice for other benefits. One of the primary purposes of these decisions may be to manage or minimize the negative emotions generated during the decision-making process. The conceptual framework predicts that the choice of avoidance alternatives (e.g., status quo alternatives) can meet adaptation goals by minimizing apparent confrontation about potential negative consequences of decisions and difficult trade-offs.

Studies show that reported emotions can be altered by manipulating decision attributes, that the ability to choose an avoidance option reduces the magnitude of the reported emotion, and decision environment, increasingly emotional decisions are associated with more avoidance choices.

Mediation analyses show that the actual choice of an avoidance option leads to less recall of negative emotions, and an increased initial negative emotion leads to an increased choice of alternative avoidance. Mediation analyzes also show that increased response time mediates avoidance choice, in contrast to explanations of status quo bias and similar selection phenomena that appeal to the desires of those who prefer avoidance. Decision-makers to minimize perceived effort. The Emotional Compromise Difficulty Model argues that one of the primary goals of these decisions may be to deal with or minimize negative emotions that arise during decision-making, leading to choosing an alternative or avoiding it, such as delaying the choice.

Studies show that dealing with higher compromises leads to more feelings of dissatisfaction and submission, and an increased emotional decision-making environment is associated with choice. Choose the option to delay more. Mediation analyses indicate that the delay option's actual choice can reduce the impact of complex trade-off manipulation on emotions and that the delay option leads to less emotion. more retrospective, dissatisfied, and submissive than initial feelings after the difficulty of manipulative compromise. The size of the excitement has nothing to do with the difficulty of emotional compromise and subsequent decisions.

Studies have also shown that choosing to procrastinate can meet coping goals by minimizing the apparent confrontation of dissatisfaction and submission under challenging decisions about emotional compromises. Consistent with the "emotional difficulty" model, two experiments demonstrated that reported negative emotions can be altered by manipulating decision attributes and that the ability to choose an option avoidance of reported reductions in emotional levels and increasingly emotional decision environments are associated with higher levels of emotion. Choose avoidance options. The presence of these options helps to reduce negative emotions associated with the choice context. Mediation analyses show that choosing the avoidance option leads to fewer negative emotions recalling.


The MRI brain scan shows that shoppers primarily use emotions (personal feelings) rather than information (brand characteristics and facts) when evaluating brands. Studies show that positive feelings toward a brand also have a much more significant influence on consumer loyalty than other judgments based on more rational brand attributes.