The Role of consumer Mood in the Purchasing Decision Making process

Abstract

This paper aims to examine the impact of consumer mood on the purchasing decision-making process through two main axes: (1) consumer mood and (2) the factors influencing purchasing decisions. In the first axis, we discussed the concept of consumer mood, its importance, the activities constituting it, and finally its various roles. In the second axis, we addressed the factors affecting purchasing decisions, such as psychological factors, mechanisms of psychological influence, external factors, and finally the classification of consumers according to mood type.