Mapping Emotional Influences: Integrating Perceived Factors with Silvan Tomkins Affect Theory in SUV Consumer Behavior

The surge in popularity of Sports Utility Vehicles (SUVs) across India, particularly in Tamil Nadu, signals more than a utilitarian preference—it reflects a deeper psychological and emotional investment from consumers. While traditional consumer behavior studies have emphasized rational and cognitive decision-making models, the emotional dimensions of SUV acquisition remain significantly underexplored. This study integrates Silvan Tomkins’ Affect Theory with contemporary consumer behavior frameworks to examine how positive, negative, and neutral emotional triggers shape SUV purchasing decisions. Using a mixed-methods approach—comprising a quantitative survey of 502 SUV consumers and qualitative thematic analysis—this research identifies critical emotional-affective pathways that influence perceptions of innovation, brand awareness, and purchase intention. The findings reveal that positive affects such as pride, excitement, and joy heighten perceptions of technological sophistication and enhance social identity. Conversely, negative affects like fear and distress contribute to heightened trust in brands and risk aversion, while neutral affects such as habit and indifference reinforce loyalty through brand familiarity. The study contributes to consumer psychology by bridging emotion-driven decision-making with market strategy and provides actionable insights for marketers aiming to resonate with aspirational SUV buyers. It concludes by advocating for emotionally intelligent marketing strategies that align with regional cultural values and psychological predispositions.