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@article{199319,
        author = {Rupal Rathi and Anushka Dubey and Sanika Raut and Shrutika Dagadkhair},
        title = {Emotional Factors Affecting Consumer Buying Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {14037-14052},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199319},
        abstract = {The buying behaviour of the consumer is not determined by rational criteria alone but rather includes some deep-rooted emotional considerations. The emotions have an indispensable part in moulding consumer choices, attitudes, and behaviour during all the stages of purchasing. In an age when all products have the same functional utility, emotional considerations are increasingly becoming a critical component in formulating effective marketing approaches. The present paper aims to identify emotional determinants of consumer choice like motivation, mood, attitude, perceptions, trust, and excitement, their quantifiable effects on brand preferences, and the importance of emotional appeal in building consumer loyalty. The study adopts a mixed methodology approach where a quantitative survey of 112 participants is conducted together with a qualitative analysis of 25 relevant theoretical contributions. The hypotheses underpinning the research and its findings are statistically verified using Chi-Square tests. Based on the results, conclusions can be drawn about the influence of emotional determinants on purchase decision making and suggestions are made for further applications of emotional intelligence in strategic communication.},
        keywords = {Emotional Factors, Consumer Buying Behaviour, Emotional Marketing, Brand Loyalty, Purchase Intention, Consumer Psychology, Emotional Appeal, Marketing Strategies, Consumer Motivation.},
        month = {April},
        }