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Conventional representations of consumer decision-making are mostly cognitive and chronological in nature. Emotional proclamations are made by consumers on a daily basis. Marketer to some extent turns from the conventional marketing schemes. They now concentrate on the role of emotions in the buying procedure. Emotional component plays a vital role in decision making process. Conventional models beliefs emotions are chronological in nature. Generally the negative emotions are dreadful and should be conquer. Attitudes are mainly liable to forecast behavior when cognitive participation is elevated and consumers consider expansively about the information that increases their attitudes. A review of literature on impulse buying, consumer behavior and emotional intelligence is presented and a synopsis of a baseline study on impulse, consumer behavior and emotional intelligence is also

IMPRESSION OF EMOTIONAL INTELLIGENCE ON IMPULSE BUYING: A CONTEMPORARY FRAMEWORK TO UNERSTAND EMOTIONS IN CONSUMER DECISION MAKING