A Contemporary Framework for Emotions in Consumer Decision-Making: Moving Beyond Traditional Models (original) (raw)

Traditional models of consumer decision-making are largely cognitive and sequential in nature. While there is some recognition of an emotional component in the decision-making process, traditional models assume emotions should be overcome, cognitive and affective processes and multiple emotions cannot exist simultaneously, and a dichotomy exists between satisfaction and emotion in consumer decision-making. This paper examines contemporary research that challenges traditional assumptions about the role of emotions in consumer decision-making and introduces the role of consumer emotional intelligence into the process. The discussion concludes with a look at the strategic and ethical implications for marketers.