Purpose: This paper is about how emotional marketing affects
consumer behavior and how emotions will affect the decision-making
process of the consumers.
Methodology: To know the mindset of the consumers about their
response to different kinds of emotions, 150 samples were collected
randomly using a questionnaire. The questions included how emotions
affect them in various situations, which type of emotions they often
feel, and how they felt after purchasing.
Findings: According to the estimated results it was found that
emotions will play a major role in consumer behavior and it also depends
on their current mood and past experiences.
Limitations: Though it was proved that emotions will affect
consumer behavior, it was completely subjective in nature as every
individual has variety of emotions based on their experiences in life
and it is practically not possible to satisfy every customer’s emotional
Future research: Future research can focus on various emotions
and the behavioral aspects that can have an impact and a cross-sectional
study can be conducted. Rather than depending on the consumer mindset at
the time of buying, it would be the best option to influence consumer’s
emotions using advertisements and brand image.