FROM IMPULSE TO INTENTION: MAPPING EMOTIONAL DRIVERS IN CONSUMER JOURNEYS

Abstract

The decision-making process does not always occur linearly based on rationality alone, but is a dynamic inter-play of emotional persuasions, circumstantial factors and cognitive structuring. This paper will discuss consumer journeys and the role of emotions in this process, in particular the shift between spur of moment and planned behaviours. Based on the concepts of behavioral psychology, affective neuroscience, and marketing analytics, the representation provides the scope of a conceptual framework that will chart the emotional drivers affecting every step in the decision pathway. A specific emphasis is placed on micro-moments of impulse-like enquiries (curiosity, excitement, even social influence) and how these turn into longer-term motivations, including trust, attachment, and perceived value. The study identifies cross channel interactions, digital touchpoints, and experiential aspects as a means through which consumer paths can be magnified or derailed by brands. This framework focuses on three fundamental processes: (1) emotional activation, during which affective reactions stimulate interest and attention; (2) emotional regulation, during which consumers align their feelings with personal goals and social norms; and (3) emotional consolidation, during which positive associations over time increase intention and loyalty. The paper also follows a methodology that combines the theoretical knowledge of the narratives of the consumer with the quantitative evidence of the journey map and sentiment analysis, thus providing both depth and practicality. The results indicate that emotional resonance not only predicts purchase but also post-purchase advocacy, indicating the important role emotional resonance plays in being a customer experience shape-maker. The work can help to fill the gap in understanding consumer psychology by helping to show that the journeys are not about the individual transactions but rather continuous emotional bargaining. The framework offers practitioners practical advice on how to modulate the interventions by respecting the urgency of impulse, as well as the permanence of intention.