Why we buy, how we feel: applying phenomenology to consumer research

Purpose This research explores how phenomenology can enrich consumer research as a philosophical and methodological approach by illuminating the emotional, symbolic and experiential dimensions of consumer behavior that are often overlooked in traditional models. It advocates for a paradigm shift that deepens understanding of how consumers feel, interpret and engage with brands in increasingly complex markets. Design/methodology/approach The research adopts a conceptual design rooted in classical phenomenology (Husserl, Heidegger and Merleau-Ponty), synthesizing theoretical constructs with a methodological framework for consumer research. It integrates intentionality, embodiment, temporality and reflexivity into a structured model that can guide qualitative inquiries into consumer lived experiences. Findings The research identifies phenomenology's unique ability to capture subjective consumer realities, such as emotional resonance, brand symbolism and sensory experiences. It proposes its practical application in developing context-sensitive, emotionally attuned marketing strategies. These insights are particularly relevant for emerging markets, where culture and context profoundly shape consumer motivations. Originality/value This research introduces a rigorously structured yet flexible framework for applying phenomenology in consumer research. It contributes to the scholarly discourse on qualitative marketing methodologies and offers marketers practical pathways to foster authentic, emotion-driven consumer engagement rooted in lived experience, especially in developing regions.