This article talks about the emotional core of consumer decision making and how emotion plays an significant role in consumer behaviour when making a purchase. This article that has been studied states that 'Emotions are the primary reason why consumers prefer brand name products'. Consumers are influenced by their emotions when making a purchase and that the most important characteristic of emotion is that they push toward an action. Therefore if marketers understand these charateristics as well as the consumers behaviours, they may be able to increase sales.
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