The Influence of Emotion and Cognition on Purchase Intention or Purchase Behavior

The expansion and innovation of society have led to a progressive improvement in people's standards of living in recent years. But the following competitive pressure influences consumers' emotions and makes them irrationally consume. By reviewing and analyzing several relevant studies, this paper explores how emotion and cognition affect consumers' purchasing behavior, and how brands create and use emotion and cognition to stimulate consumers' consumption. Through this analysis, it can be easier to understand and predict the consumer purchasing decisions. This paper holds that people can stimulate consumers' consumption by mobilizing their positive and negative emotions. Cognition changes people's original consumption behavior by influencing consumers' judgment on the nature of the product (affecting consumers' emotional response to the product). The findings of the present study contribute to an understanding of the influencing mechanisms of purchase intention. This provides a reference for individuals to better understand their consumption behaviour and for brands to develop more effective marketing strategies.