• Dr. Bonisa Dave

Consumer decision making is a multifaceted process influenced by a myriad of cognitive and emotional factors. This paper provides an in-depth examination of the role of emotions in shaping consumer decisions. Drawing upon a synthesis of research from psychology, neuroscience, and marketing, this study explores the intricate interplay between emotions and consumer behavior, delving into the emotional drivers of decision making, their impact on decision outcomes, and the implications for marketing strategy. Through a thorough analysis of theoretical frameworks, empirical studies, and practical insights, this paper aims to offer a nuanced understanding of how emotions shape consumer decisions across various contexts. By providing actionable recommendations grounded in empirical evidence, this study seeks to assist marketers in harnessing the power of emotions to enhance consumer engagement and drive business success.

The Role of Emotions in Consumer Decision Making: A Comprehensive Analysis

"The Role of Emotions in Consumer Decision Making: A Comprehensive Analysis", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 10, page no.46-50, October-2017, Available :http://www.jetir.org/papers/JETIR1710164.pdf

"The Role of Emotions in Consumer Decision Making: A Comprehensive Analysis", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 10, page no. pp46-50, October-2017, Available at : http://www.jetir.org/papers/JETIR1710164.pdf