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The Psychology of Consumer Decision-Making: A Study of Emotional and Rational Influences in Digital Purchases

Chief Editors:  Mr. Irshadullah Asim Mohammed, Dr. Yogesh Mohan Gosavi, and Prof. (Dr.) Vineeta Kaur Saluja

Associate Editor: Mrs. Sruthi S

Co-Editors: Dr. S. Rajeswari, Dr. Nikhil Saini, and Ms. Atreyee Banerjee

ISBN:  978-81-985805-1-1

Chapter: 49

Author: Dr. S. Mahalakshmi

DOI: https://doi.org/10.59646/mrnc49/321

Abstract

Consumer decision-making, especially in the digital realm, is influenced by both emotional and rational factors, which together shape purchasing behavior. This study explores the psychological mechanisms driving online consumer choices, emphasizing the roles of emotional triggers, such as brand loyalty, social influence, and immediate gratification, alongside rational considerations, such as product utility, cost-benefit analysis, and objective comparisons. By examining these dual influences, the research seeks to understand how online platforms can leverage emotional appeals and rational arguments to optimize consumer engagement and conversion rates. Additionally, the study investigates the interplay between impulsive decisions and thoughtful, planned purchases in the context of digital marketing strategies. Through surveys and behavioral analysis, the study offers insights into how consumers navigate their purchasing process in an increasingly digital world. These findings contribute to the development of more effective, consumer-centric marketing strategies that acknowledge the complexity of consumer psychology in the digital age.

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