“…Several consumer research studies have showed that emotions play a key role when a person is put in a situation that involves decision-making, and can be a mediating effect in relation to consumer opinions and trust (Mehta, Rice, & Rao, 2016;Mehta, Rice, Winter, & Buza, 2017;Rice, Winter, Kraemer, Mehta, & Oyman, 2015;Winter, Rice, Friendenreich, Mehta, & Kaiser, 2017;Winter, Rice, & Mehta, 2014). As mentioned in the previous section, emotions can cloud a person's ability to make sensible decisions.…”