While in the past emotions have been studied in depth in the fields of psychology, philosophy and sociology, in the last 20 years they have become an important focus in understanding human behavior thanks to significant advances in disciplines such as brain sciences, behavioral economics and game theory. The transformation in this field has provided a new perspective on understanding human behavior and emphasized the role of emotions. Marketing science has also been affected by these developments and has become the focus of many researchers.<\/p>\n\n\n\n
Emotional factors that influence consumers’ purchasing decisions are an important focus for marketers. Brands strive to understand consumers’ emotional needs and make them emotionally connected to them. Emotions have a significant impact on consumers’ attitudes, product evaluations, decisions and satisfaction. In addition, emotions play a major role in evaluating consumption experiences, sometimes even as a consequence of a consumption experience. Emotions are automatic responses based on pre-coded generalizations. They make quick and automatic judgments about the world based on pre-formed judgments stored in the unconscious, which can lead to psychosomatic reactions.<\/p>\n\n\n\n
According to Montelongo, individuals’ motives and reasons for emotional buying are diverse. Some emotions are particularly prominent in buying behavior. These are<\/p>\n\n\n\n