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In this chapter, we describe the role of emotions in consumer behavior. We discuss how emotions relate to consumer rational decision making, the types of emotions (basic, self-conscious, and moral emotions) experienced by consumers, and when and how they arise in marketing contexts, highlighting the special roles of arousal and desires in these settings. We offer examples from marketing, for instance in sales force anxiety, panic buying, and irresponsible promotion situations, to underscore the functioning of emotions.

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Consumers are Emotional, Too: The Role of Emotions in Consumer Behavior

  • 章节

  • 发表日期：

    2025年

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  • Richard P. Bagozzi,
  • Attila Yaprak

摘要

In this chapter, we describe the role of emotions in consumer behavior. We discuss how emotions relate to consumer rational decision making, the types of emotions (basic, self-conscious, and moral emotions) experienced by consumers, and when and how they arise in marketing contexts, highlighting the special roles of arousal and desires in these settings. We offer examples from marketing, for instance in sales force anxiety, panic buying, and irresponsible promotion situations, to underscore the functioning of emotions.