Abstract
The topic of anxiety has been strongly discussed in the areas of psychology and marketing, especially when analyzing consumer behavior, however, the subject is still little explored in the processes of purchasing in the area of Operations Management (OM). In this sense, this study explores the topic in an exploratory way. Thus, a 2x2 factorial experiment was performed to understand the emotion phenomenon in purchasing processes in high and low emotional involvement scenarios versus immediate time and distant time for the event. The results obtained by 111 respondents show that the emotion phenomenon does not interfere in the purchasing process in the presented scenarios. However, a reassessment of the scenarios and new studies should be done to confirm the hypotheses presented in the study.
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