A Contemporary Framework for Emotions in Consumer Decision-Making: Moving Beyond Traditional Models

Bell, H. A. (2011). A contemporary framework for emotions in consumer decision-making: Moving beyond traditional models. International Journal of Business and Social Sciences, 2(17), 12-16.

5 Pages Posted: 17 Oct 2013

See all articles by Holly Bell

Holly Bell

University of Alaska Anchorage, Matanuska-Susitna College

Date Written: 2011

Abstract

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 are sequential in nature with the most important emotion being the final one, negative emotions are bad and 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.

Keywords: consumer decision-making, emotional intelligence, ethical marketing

JEL Classification: M2, M3, Z1

Suggested Citation

Bell, Holly, A Contemporary Framework for Emotions in Consumer Decision-Making: Moving Beyond Traditional Models (2011). Bell, H. A. (2011). A contemporary framework for emotions in consumer decision-making: Moving beyond traditional models. International Journal of Business and Social Sciences, 2(17), 12-16., Available at SSRN: https://ssrn.com/abstract=2340213

Holly Bell (Contact Author)

University of Alaska Anchorage, Matanuska-Susitna College ( email )

AK
United States

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