Review Book : Emotions and Mood in Consumer Purchasing Behavior

This book examines the role of emotions and mood in shaping consumer purchasing behavior within the field of consumer psychology. It challenges the traditional economic assumption that consumers always act rationally, arguing instead that purchasing decisions are influenced by a combination of rational thinking and emotional responses. As a result, consumer behavior is dynamic and often difficult to predict.

The book explains that purchasing decisions are influenced by four key factors: financial condition, emotional condition (mood), purchase situation, and market situation. Financial considerations relate to consumers’ available resources compared to product prices. Emotional condition or mood reflects temporary psychological states that can affect judgment and decision-making. Purchase situations involve timing and contextual factors, such as special occasions or personal circumstances. Market situations refer to product availability and market conditions.

Drawing on Hume’s (2012) concept of affect, the book distinguishes between emotions and mood. Emotions are short-term feelings triggered by specific events and are often expressed through facial expressions and actions. Mood, on the other hand, lasts longer, does not always have a clear cause, and tends to exist more internally within a person’s thoughts.

Through theoretical models and case studies, the book provides insights into how emotions and mood influence information processing, evaluation of alternatives, risk-taking behavior, and impulsive purchasing. Ultimately, the book offers practical implications for integrating emotional and mood-related factors into more effective marketing strategies.

Written by Erna Ferrinadewi, an academic and expert in Marketing Management and Consumer Behavior, the book reflects her scholarly work and experience in research and mentoring small and medium enterprises.