The Influence of The Role of Emotions in Consumer Purchasing Decisions Implicitly

Abstract

This study aims to review the influence of the role of emotion on consumer impulsive buying decisions through a literature review of various previous studies. Impulsive buying is the act of purchasing spontaneously without prior planning and is often influenced by an individual's emotional state. This research used a literature review method by examining ten relevant scientific articles using the keywords "impulsive buying" and "emotion." The results of the review indicate that emotions play a significant role in influencing impulsive buying behavior. Positive emotions such as joy, enthusiasm, and satisfaction can increase the tendency for impulsive buying, whereas negative emotions such as stress and boredom can also trigger similar behavior as emotional compensation.