Rola emocji w kształtowaniu zachowań konsumpcyjnych nabywców. W świetle przeglądu literatury
The influence of emotion in the creation of on consumers’ purchaser behavior. In the light of literature

Summary/Abstract: This article presents the overview of research of the influence of emotion in consumer behavior. Cognitive processes accompanying product evaluation and visualisation of potential benefits resulting from consumption are prone to distortion. All distortion mentioned may be caused by emotion mix experienced by buyers. As a result of positive and negative affect individuals can take different decisions and be distinguished by other purchase intentions. The goal of this paper is to identify changes in consumer behavior caused by experienced affect. The division of emotions that increase and reduce consumption is also accomplished.

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