Influenţa emoţiilor asupra comportamentului consumatorului

Abstract

Purpose of the work. The purpose of this paper is to present the importance of studying and knowing consumer behavior in decision making, and in particular, the role of emotions on consumer behavior. Working methods. As a research method, scientific knowledge was used, which allowed the perception and sensing of the essence of the phenomena, the in-depth knowledge of the functional links of the consumer behavior. The synthesis facilitated the approach of the theoretical information and the research results by which we obtained the generalization of the results presented in the paper. The results of the paper. As a result of the study carried out, a clear and multilateral definition of the concept was given - the consumer's behavior, the influence factors of this behavior, the importance of emotions on the consumer's behavior, the presentation of the facial code method as a tool for studying the influence of emotions on the consumer's behavior. Conclusions. In order to be successful, companies need to know and understand human nature very well. Due to the emotional sensory process that affects 1/5 of the cognitive part of the brain, emotion will always be crucial in determining what is vital to us. JEL: M31.