EMOTIONAL AND COGNITIVE FACTORS INFLUENCE CONSUMER JUDGMENT AND DECISION MAKING

Authors

  • LUBNA AHMED SOOMRO Assistant Professor Department of Psychology University of Sindh, Jamshoro Author
  • FARHAT JOKHIO Assistant Professor Department of Psychology University of Sindh, Jamshoro Author
  • S. M. FAIYAZ HOSSAIN RASHAD Global Logistics and Supply Chain Management, University of Tasmania, Australian Maritime College Author
  • SADAF RIAZ PhD Scholar, Department of Psychology, University of Karachi, Pakistan Author
  • HASAN ZULFIQAR University of Agriculture Faisalabad Author
  • FAHAD ASGHAR Department of Management Sciences, Qurtuba University of Science and Technology, Dera Ismail Khan, Pakistan Author

Keywords:

emotional,, cognitive, decision making

Abstract

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.

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Published

2023-08-30

Issue

Vol. 12 No. 2 (2023)

Section

Articles