Consumer emotion is an aspect that is highly influenced by culture and it develops a psychological perspective to a great extent. A consumer society may have various sub- cultures where people may identify. Such Subcultures in a society are the sub groups consist of people those share similar values depending on a collective experience or generally alike lifestyle that impact psychological process and behaviour of individuals. The study of Isen (2008) has indicated that such possible impact of emotions on consumer decision making process exist to buy or choose a brand. Isen argued that the positive impact can be constantly perceived to get a positive effect on cognitive processes, behaviour and decision-making. Society and culture remains crucial when it is required understanding such needs as well as behaviours of an individual. Mainly, culture remains a segment of each society as well as remains key reasons of wants and behaviour of the persons. Such impact of society on consumer buying behaviours differs from country to country, thus marketers need to do careful analysis of culture before adopting advertisement strategy. They should study culture and society to understand consumer behaviour. Society generally would teach values, common behaviours as well as preferences to their individual culture. It is necessary for a marketer or a brand to understand such societal aspect and emotion that influence individuals to function accordingly. Advertisement must consider various cultural aspects integral to every market or to every situation towards adapting its product as well as its marketing strategy since it plays a significant role towards consumer habits, perception behaviour, expectations and any emotional bond.
Consumer behaviour indicates that such buying behaviour is the ultimate consideration. Several aspects, specificities as well as features impact an individual the way such consumers develop their process of decision making, shopping habits, buying behaviour, selection of any brand or choosing a retailer. Consumer buying decision remains an outcome of every such factors since consumers are led by subculture, social class, membership groups, family, personality, psychological factors, etc. (Woodside et al., 2008).