Editorial: Emotions as key drivers of consumer behaviors: A multidisciplinary perspective

Consumers not only make rational decisions but also emotional ones. Research now recognizes the significance of diverse neglected factors, such as emotions, affect, arousal and pleasure in appraisal, and has identified processes and behaviors that do not fit with the traditional view of acting as a result of a purely deliberate process. Understanding consumer behaviors has long been a challenging endeavor, due to different variables affecting decision-making mechanisms and the difficulty of measuring them. It requires, indeed, a comprehension of both the cognitive, information-processing mechanisms and of the affective and experiential systems of individuals. Moreover, it demands an appreciation of the rich and deep interplay between cognitive and affective processes.