Consumer choice behaviour - an emotional theory

Flemming Hansen, Larry Percy and Morten Hallum Hansen

The paper is concerned with the measurement of emotions and the study of the role of emotions in consumer choice.

Consumer choice behaviour – an emotional theory

Flemming Hansen, Larry Percy and Morten Hallum HansenCopenhagen Business School

BACKGROUND

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

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today