Emologic: an integrative framework of emotion and logic in human decision-making across consumer and employee contexts

The distinction between emotion and logic has long shaped the study of human behavior across management, psychology, and marketing. While prior research recognizes that affective and cognitive processes coexist, they are often treated as separate or competing systems. This fragmented perspective limits a comprehensive understanding of how individuals make decisions in dynamic environments. This study introduces Emologic as an integrative framework that conceptualizes emotion and logic as complementary and interdependent processes coordinated through an integrative control mechanism. Emologic is defined as an individual’s capacity to simultaneously process emotional and logical inputs to produce adaptive and context-sensitive decisions. Drawing on literature in dual-process theory, emotional intelligence, and behavioral research, this paper develops the Emologic Triad Model, consisting of emotional processing, logical processing, and integrative control. The study proposes a set of theoretical propositions linking Emologic to decision quality, behavioral adaptability, employee performance, and consumer satisfaction. The contribution of this study lies in advancing a unified behavioral construct that bridges fragmented perspectives across domains. The framework offers a foundation for empirical research and provides practical implications for management and marketing practice.