How Do Positive Emotions Influence Online Purchasing Decisions?

Abstract

Emotions significantly influence people’s behaviors, decisions, and judgments. Variations in emotional states can affect how people purchase and spend money in everyday life. The same applies to purchasing decisions, and the current emotion, especially positive emotions, is mainly responsible for the consumer’s decision to buy and invest. Previous research (Achar et al., 2016) has shown that emotions embedded in marketing stimuli, or integral emotions, influence decision-making through cognitive appraisals of the object or event. These emotions are elicited by marketing appeals and contexts, such as advertising or brand, and shape consumers’ decision-making processes.