Behavioral Influences on Decision Making

Most of the Traditional models and theories of decision making are based on cognitive thinking or rational evaluation of available alternative but as the time goes on we experienced that we are not always influenced by our cognitive mind but sometime we are also sways by our emotions and mood fluctuations. This paper aim to identify the role of emotion in consumer decision-making through literature review and conclude that emotion is having a significant influence on the buying decision of the investors and marketers must understand these emotions to being successful in the market.