The role of emotion in human decision-making: Implications for brand success

Looks at how emotions have great influence on multiple cognitive processes and the role of emotion in decision making as a crucial and complex task that involves several elements.

Definition of emotion

Everyone thinks they know what emotion is. However, the multiple definitions of the term found in respected dictionaries show that the understanding of the concept is so variable that it often becomes meaningless. The Oxford English Dictionary defines emotion as "a natural instinctive state of mind deriving from one's circumstances, mood, or relationships with others". Merriam-Webster defines it as "a conscious mental reaction (such as anger or fear) subjectively experienced as strong feeling usually directed toward a specific object and typically accompanied by physiological and behavioral changes in the body".The Cambridge English Dictionary...

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