A systematic literature review

: how does stress influence consumer decision-making, particularly regarding risk-taking behaviour?

Abstract

This dissertation, authored by Maria Carolina Martins, explores the question: "How does stress influence consumer decision-making, particularly regarding risk-taking behavior?" The research analyzes academic literature to demonstrate the significant impact of stress on consumer behavior. Stress, in both short-term (acute) and long-term (chronic) contexts, affects emotional and physiological responses, leading consumers to make simpler, less risky decisions due to higher cognitive load. Stress also alters risk-taking behavior, pushing consumers to either rely on familiar brands (risk aversion) or engage in risk-seeking due to present bias and overconfidence. The primary goal of this thesis is to prove a direct correlation between stress and various aspects of consumer decision-making. It provides businesses with insights to enhance marketing strategies and improve customer engagement, satisfaction, and loyalty. By understanding how stress shapes consumer behavior, organizations can develop approaches that account for consumers' psychological and emotional states, leading to more effective communication and decision-making support.

Date of Award	9 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor)