How do emotions influence consumer decision-making in high-risk digital purchases? A qualitative study

Consumer behaviour holds a prominent position in academic marketing research (Chatzopoulou and de Kiewiet, 2021). The current landscape of consumer behaviour literature enables businesses and academics to comprehend how consumers engage in their day-to-day purchasing activities (Miller, 2003). This thesis explores how do emotions influence consumer decision-making in high-risk digital purchases. The research data collected considers purchases labelled as ‘high-risk’ by participants and examines their engagement through digital consumption channels. This study scrutinises contemporary research, challenging traditional assumptions about consumer behaviour, and investigates the influence of emotions on the decision-making process in high-risk digital purchases.

Name dc:type.qualificationname

Doctoral Thesis

Level dc:type.qualificationlevel

Student thesis

Year dc:date.issued

2026

Author dc:creator

• Griffiths, Daniel Scott

Advisors dc:contributor.advisor

• Deacon, Jonathan
• Parkes, Elizabeth

Language dc:language

eng

Identifier

oai:pure.atira.dk:studenttheses/b0679fd0-7a74-4c9e-878b-b333e0951d44

OAI identifier oai:identifier

oai:pure.atira.dk:studenttheses/b0679fd0-7a74-4c9e-878b-b333e0951d44