纵观目前国内外学者就认知及情绪对个体行为影响研究发现,大多数研究集中于分别讨论情绪及认知对消费者行为的影响,对于情绪及认知对消费者行为共同作用的研究较少。本文通过对认知能力与情绪能力的理论综述,分析两者对消费者行为的共同作用,最终为经营者提供经营建议。 Looking at the current domestic and foreign scholars on cognitive and emotional impact on individual behavior found that most studies focus on the emotional and cognitive effects on consumer behavior were discussed for the emotional and cognitive research on the role of consumer behavior than less. Through a theoretical review of cognitive ability and emotional ability, this article analyzes the combined effect of the two on consumer behavior, and ultimately provides managers with management advice.