This study examines the relationship between emotions and purchase behavior, with a particular focus on theories that explain how emotions influence consumer decisions. Within this context, the Somatic Marker Hypothesis, Affect-as-Information Theory, Emotional Contagion, Appraisal Theory, and Constructionist Approaches are explored in detail. Then, neuromarketing literature addressing the relationship between emotions and purchasing behavior is reviewed to further elaborate on the topic. Studies in neuromarketing that employ techniques such as electroencephalography and eye tracking have demonstrated how elements such as packaging and advertisements can influence consumers emotionally. The findings suggest that neuromarketing studies provide valuable insights into the discussed theoretical frameworks. Furthermore, these findings support the ongoing development of these theories. Studies using neuromarketing techniques indicate that positive emotions directly influence purchasing behavior, while negative emotions affect decisions only when paired with specific environmental triggers. Additionally, the intensity and context of emotions have been found to significantly influence decision-making processes. Consequently, neuromarketing methods have provided a profound, real-time understanding of the impact of emotions on consumer behavior.