Consumer choice behaviour - an emotional theory

This article discusses emotions and feelings in relation to information processing and advertising. It covers academic theories of emotion, the evidence from neuroscience and how emotion (positive or negative) relates to consumer behaviour and choice.
  

Consumer choice behaviour – an emotional theory

Flemming HansenCopenhagen Business School

BACKGROUND

In the following, we shall discuss the neglected role of emotions in the study of consumer behaviour. Students of consumer behaviour have...

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