Mikel Alonso López
The Emotions in Consumers’ Decision Making Review of Empirical Studies
1326 - 1332
2016
10
4
International Journal of Economics and Management Engineering
https://publications.waset.org/pdf/10004423
https://publications.waset.org/vol/112
World Academy of Science, Engineering and Technology
This paper explores, in depth, the idea that emotions are present in all consumer decision making processes, meaning that purchase decisions have never been purely cognitive or as they traditionally have been defined, rational. Human beings, in all kinds of decisions, has "always" used neural systems related to emotions along with neural systems related to cognition, regardless of the type of purchase or the product or service in question. Therefore, all purchase decisions are, at the same time, cognitive and emotional. This paper presents an analysis of the main contributions of researchers in this regard.
Open Science Index 112, 2016