Author 1 :- Deeksha Chaudhary ( Research Scholar )
Author 2 :- Dr. Shiv Narayan Sharma ( Assistant Professor )
Abstract Emotions have a significant role in purchasing choices. Both rational and emotional factors affect choices and decisions in both professional and social situations. This study discusses the impact of emotional marketing on customer behavior and the influence of emotions on the decision-making process of consumers. A questionnaire was used to randomly gather 150 samples in order to find out how people react to various sorts of emotions. The questions asked about how emotions influence individuals in different circumstances, what kinds of emotions they experience most of the time, and how they feel after buying something. The estimated findings indicate that emotions significantly influence customer behavior, contingent upon their present mood and prior experiences. It was shown that emotions influence consumer behavior; yet, this influence is entirely subjective, since each person has a unique array of emotions shaped by their life experiences. It is almost impossible to meet the emotional demands of every consumer. Future research may concentrate on diverse emotions and their behavioral implications, facilitating a cross-sectional analysis. It would be wiser to use ads and brand image to change how people feel about a product instead of relying on how they feel when they purchase it.
