2024届高考英语一轮复习外刊阅读及配套练习：消费者的情绪反应如何指导决策

How Consumers' Emotional Responses Guide Decision-Making Being aware of your emotions can prevent you from making bad decisions. KEY POINTS Different types of moods affect the consumer choices people make. How much consumers are willing to pay and the risks they take are influenced by emotions, such as anxiety. Being aware of emotional influences can help you make better decisions. The way in which consumers are influenced by emotions in the decision-making process has become evident in the last couple of decades. Traditionally, consumers have been asked ‘how they feel about products and services. However, as people are often unaware of the emotions they experience, the responses do not accurately reflect reality. It can therefore be difficult to get a clear understanding of what kinds of emotions influence the choices made. One way of overcoming this problem is through the use of consumer neuroscience investigations, which have helped to create a deeper understanding of the role of emotions in consumer-related choices. From neuroscience studies, we have learnt that all emotions serve as a source of information for consumers. Generally, emotions are grouped as positive or negative. Positive emotions include love, pride, and happiness whilst negative emotions include aspects such as anger, disgust, and fear. Whether the emotions are positive or negative, they all trigger physiological responses, such as increased heart rate and adrenaline rushes. Also, both types of emotions play a significant role in steering the choices consumers make. Different types of moods Whether you experience positive or negative emotions, both will steer the decisions consumers make. However, it is important to distinguish between different types of emotions rather than whether they are positive or negative. Consumers have been found to be more willing to pay a higher price for goods and are drawn toward high-risk and high-reward options when they are sad. Regarding the latter, let’s say