Consumer happiness in the age of AI: exploring the emotional antecedents of purchase intention

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AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:33:03Z
Fecha de publicación2026-01-01
ResumenPurpose-This study examines the indirect effects of emotional marketing on purchase intention through two psychological mediators: consumer happiness and brand selfconnection. Grounded in the theory of planned behaviour, this research aims to extend the model by incorporating emotional-cognitive variables in a Latin American context. Design/methodology/approachA- quantitative, cross-sectional approach was applied using a structured questionnaire. The sample comprised 524 consumers from Mexico. Structural equation modelling (CB-SEM) was used to validate the proposed model and test the hypothesised relationships. Findings-The results confirm that emotional marketing has a significant positive impact on consumer happiness (beta = 0.849, p < 0.001) and brand self-connection (beta = 0.834, p < 0.001). Both variables, in turn, positively influence purchase intention. Notably, consumer happiness (beta = 0.261, p < 0.001) and brand self-connection (beta = 0.114, p = 0.015) mediate the relationship between emotional marketing and purchase intention, supporting the proposed indirect effects. Research limitations/implications-This study is limited to a single country and uses a non-probabilistic sample. Future research may consider comparative analyses across Latin American countries or longitudinal designs. Practical implications-Marketers should prioritise strategies that generate emotional experiences and foster self-identity alignment between consumers and brands to increase purchase intention. Social implications-Understanding the emotional dimensions of consumer behaviour allows for more ethical, inclusive and resonant marketing practices, especially in culturally diverse societies. Originality/value-This research contributes to the theory of planned behaviour by integrating affective and identity-based variables (emotions and self-brand congruence) into the consumer decision-making process. It offers empirical evidence from a Latin American emerging market, an underrepresented context in consumer behaviour literature, providing new insights into the emotional antecedents of purchase intention.es_ES
Doihttps://doi.org/10.1108/mrjiam-12-2025-1869es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/4897
Idiomaenes_ES
EditorialEMERALD GROUP PUBLISHING LTDes_ES
RelaciónManagement Researches_ES
URL relacionadohttps://doi.org/10.1108/mrjiam-12-2025-1869es_ES
DerechosAcceso abierto (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_abf2es_ES
FuenteManagement Research
Palabra claveEmotional marketinges_ES
Palabra claveConsumer happinesses_ES
Palabra claveBrand self-connectiones_ES
Palabra clavePurchase intentiones_ES
Palabra claveTheory of planned behavioures_ES
Palabra claveIbero-Americanes_ES
Palabra claveEmotional marketinges_ES
Palabra claveConsumer happinesses_ES
Palabra claveBrand self-connectiones_ES
Palabra clavePurchase intentiones_ES
Palabra claveTheory of planned behavioures_ES
Palabra claveIbero-Americanes_ES
TítuloConsumer happiness in the age of AI: exploring the emotional antecedents of purchase intentiones_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorMartinez-Arvizu, Orlando Josue
AutorGomez Sanchez, David
AutorTobar Pesantez, Luis Bayardo
AutorFernandez Fernandez, Francisco Javier
AutorMartinez-Arvizu, Orlando Josuees_ES
AutorGomez Sanchez, Davides_ES
AutorTobar Pesantez, Luis Bayardoes_ES
AutorFernandez Fernandez, Francisco Javieres_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
URL relacionadahttps://doi.org/10.1108/mrjiam-12-2025-1869
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES

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