In the evolving landscape of economic thought, the assumption that consumers act purely rationally is increasingly being challenged. Traditional economic models have long assumed that consumers are rational actors who make decisions purely based on logical cost-benefit analyses. However, a growing body of research in behavioural economics challenges this notion, highlighting the profound impact of emotions on economic decision-making. This study explores how emotional factors such as fear, joy, guilt, and anxiety influence purchasing behaviour, saving patterns, and risk preferences. Drawing from interdisciplinary insights in psychology, neuroscience, and economics, the research aims to reevaluate the assumptions of rationality in modern consumer theory. By understanding the emotional triggers behind economic behavior, this paper provides actionable insights for marketers, policymakers, and behavioral economists aiming to design more effective interventions and economic models. In an age dominated by personalized marketing, digital consumerism, and algorithmic persuasion, understanding the emotional undercurrents of economic choices is more crucial than ever. This research aims to bridge the gap between classical models of rational choice and the often unpredictable, emotion-driven reality of consumer life, ultimately advocating for more human-centered economic theories and policy design. By unpacking the emotional drivers behind economic decisions, this study aims to offer a more realistic and human-centered perspective on consumer behaviour, one that can inform better policy design, financial literacy programs, and ethical marketing practices.