EMOTIONAL AND COGNITIVE FACTORS INFLUENCE CONSUMER JUDGMENT AND DECISION MAKING
Keywords:emotional,, cognitive, decision making
This study investigates how emotional and cognitive aspects interact when consumers make decisions. The desire for, and intention to buy, a product is greatly influenced by positive emotion. Desirability and purchasing intent are positively impacted by cognitive reflection. Furthermore, the positive affect-trustworthiness relationship is moderated by cognitive reflection. This information can be used by businesses to improve their marketing. Consumer preferences should be the subject of more study.