Bases sociais das emoções do consumidor - uma abordagem complementar sobre emoções e consumo Social bases of consumer emotions - a complementary approach to emotions and consumption

The focus of the present paper is on the sociological aspects of consumption emotions and how to develop an alternative approach to the study of emotions related to consumption. The study of emotions involved in buying and consuming behavior has grown in relevance in the past two decades among consumer researchers. Prior work on consumption emotions has emphasized the cognitive psychology’s perspective. We believe that the introduction of new perspectives on the study of consumption emotions can contribute positively for a better understanding of the theme. We explore how other authors, including Brazilian ones, deal with the consumption emotions on their works and discuss different perspectives adopted. We suggest a complementary approach to the consumption emotions based on a new field of sociology: the sociology of emotions. At the end, we discuss the methodological implications of this approach.