Most people believe they are rational consumers, making carefully thought out decisions. However, studies are showing the huge, and often hidden, impact that emotions have in buying decisions. In a recent study in the Journal of Consumer Research, researchers found that consumers in an angry mood make different purchasing decisions than customers in a sad mood, demonstrating that negative emotions vary in how they influence consumer decision-making and behavior can be predicted from emotion.

Source:How Emotions Influence Purchasing Decisions - Negative Emotions Steer Consumer Choices Posted By : Dr. John Schinnerer