TY - JFULL AU - Mikel Alonso L贸pez PY - 2016/4/ TI - The Role of Emotions in the Consumer: Theoretical Review and Analysis of Components T2 - International Journal of Economics and Management Engineering SP - 921 EP - 926 VL - 10 SN - 1307-6892 UR - https://publications.waset.org/pdf/10004110 PU - World Academy of Science, Engineering and Technology NX - Open Science Index 111, 2016 N2 - The early eighties saw the rise of a new research trend in several prestigious journals, mainly articles that related emotions with the decision-making processes of the consumer, and stopped treating them as external elements. That is why we ask questions such as: what are emotions? Are there different types of emotions? What components do they have? Which theories exist about them? In this study, we will review the main theories and components of emotion analysing the cognitive factor and the different emotional states that are generally recognizable with a focus in the classic debate as to whether they occur before the cognitive process or the affective process. ER -