Consumer choice behaviour - an emotional theory

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 consumer behaviour have predominantly been concerned with cognitive theories of choice and information processing. Recent neurological and physiological research has pointed at the importance of emotions in understanding human behaviour.

Departing in a clarification of the most important categories of consumer behaviour situations, the emotional processes associated herewith are discussed. In this context, the important viewpoint is...

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