The Effects Of Emotions And Cognitive Appraisals On Consumer Decision-Making

At present, the research of consumer decision-making behavior is not only a hot topic, also is a very significant research subject. This paper through analyzing the relationship between emotions, cognitive appraisals and consumer decision-making behavior, and further analyzed the influencing factors on consumer behavior, to explain the consumer decision-making behaviors more reasonable and comprehensive by using scenario experimental method.On the analysis of the domestic and foreign existing research findings about emotional, cognitive and consumption decisions, we drew up Consumer decision-making behavior scene questionnaire, which contains scenarios, cognitive appraisals scales, emotion scales and consumption decisions questionnaire. We adopt the questionnaire to investigate the students of Jinan University. Making use of SPSS, we try to analyze the data we collected, explore the relationship of cognitive appraisals, emotions and the consumer decision-making behavior. On this basis we used AMOS software to analyze model and further to explore the theories.From the analysis of investigation, we point out that different cognitive appraisals' combination can lead to different emotions. According to the study of the affect of cognitive appraisals on consumers decision-making behavior, we found out that outcome desirability will improve the breadth of consumer decision-making behavior, but attributions will lower the breadth of consumer decision-making behavior. According to the study of the affect of emotions on consumers decision-making behavior, we found out that the feeling of pride, grateful, surprise,troubles and angry stronger, the breadth of consumer decision-making behavior is bigger, but the feeling of shame and guilt stronger, the breadth of consumer decision-making behavior is smaller. cognitive appraisals both have direct effect, but also through the emotion on the consumer decision-making behavior produce indirect effect. The interact of emotions and cognitive appraisals strengthened the affect of them on consumer decision-making behavior.