The dissertation is composed of two papers, and attempts to draw a more complete picture of the processes underlying consumers’ emotional experiences by studying antecedents of somatic marker activation and the downstream impact of activated somatic states on consumer behavior. The first paper studies the downstream impact of activated somatic states on consumers’ experience of regret. This paper challenges the predominant view in the literature that regret is a cognitive emotion that stems from deliberation by showing that the experience of regret can stem from spontaneous bodily arousal. The second paper examines an antecedent and downstream consequences of somatic marker activation in a consumption setting. By examining how modes of payment (i.e., cash vs. card) impact the activation of somatic states and how the somatic states curb impulsive purchase intention, this paper contributes to the literature on mode of payment through more fundamental conceptualization of underlying emotional processes.