Decoding Emotions: Divergent Theories and Applications in Psychology and Marketing

Abstract

This article explores the divergent theories and applications of emotions in psychology and marketing, focusing on their impact on consumer behavior and decision-making. By analyzing key psychological theories, such as Mehrabian and Russell’s Pleasure-Arousal-Dominance theory, the psycho-evolutionary perspective, and the Cognitive Arousal Theory, the paper explores how emotions are understood as either innate and biologically rooted or constructed through cognitive processes. In the marketing context, models as the Affect Infusion Model and the Emotional Processing Model illustrate how emotional responses influence brand perception and consumer choices. By integrating insights from both psychological and marketing perspectives, the article provides a comprehensive view of how emotions shape consumer experiences, offering valuable implications for researchers and practitioners interested in leveraging emotional dynamics to enhance brand appeal and consumer loyalty. The paper serves a dual purpose of providing a holistic perspective on the emotional processes as well as opening up a new approach to thinking about immaterial and material reality.