Antonio Damasio demonstrated that emotions are essential to decision-making, challenging the notion of a purely rational consumer. His “somatic marker” theory explains how our emotions guide our choices through physiological signals. His research shows that decision-making becomes difficult without emotions. This perspective influences neuromarketing, which leverages emotions to strengthen brand attachment. By creating memorable experiences, companies foster loyalty. Damasio emphasizes that understanding consumer behavior requires acknowledging the fundamental role played by emotions.