EMOTIONAL AND COGNITIVE FACTORS INFLUENCE CONSUMER JUDGMENT AND DECISION MAKING

Lubna Ahmed Soomro, Farhat Jokhio, S. M. Faiyaz Hossain Rashad, Sadaf Riaz, Hasan Zulfiqar and Fahad Asghar
Additional contact information
Lubna Ahmed Soomro: Assistant Professor Department of Psychology University of Sindh, Jamshoro
Farhat Jokhio: Assistant Professor Department of Psychology University of Sindh, Jamshoro
S. M. Faiyaz Hossain Rashad: Global Logistics and Supply Chain Management, University of Tasmania, Australian Maritime Colleg
Sadaf Riaz: PhD Scholar, Department of Psychology, University of Karachi, Pakistan
Hasan Zulfiqar: University of Agriculture Faisalabad
Fahad Asghar: Department of Management Sciences, Qurtuba University of Science and Technology, Dera Ismail Khan, Pakistan

Bulletin of Business and Economics (BBE), 2023, vol. 12, issue 2, 149-156

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.

Keywords: emotional; cognitive; decision making (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:12:y:2023:i:2:p:149-156

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