Mapping the landscape of consumer emotions in decision making: A systematic literature review

Abstract

This systematicliterature review aims to map the landscape of consumer emotions indecision-making by synthesizing research from 2014 to 2024. Utilizing thePRISMA framework, the review analyzes 198 academic papers sourced from leadingdatabases to uncover key themes, theoretical perspectives, and methodologicalapproaches. The findings reveal the complex interplay between consumer emotionsand cognitive processes in decision-making, highlighting themes likeconceptualization and measurement of emotions, their antecedents, and theirimpact on decision-making stages. The review identifies a multidimensionalnature of consumer emotions, underscoring the need for comprehensivetheoretical frameworks and innovative methodologies. However, the study islimited to English-language journal articles published within the specifiedperiod, potentially overlooking emerging trends and non-English research. Thereview insights offer valuable implications for academic researchers andmarketing practitioners, emphasizing the necessity for continuous updates inthe literature and suggesting future research directions, includingcross-cultural investigations and the development of more nuanced theoreticalmodels.