The first and last comprehensive review of research into emotions in marketing appeared more than 20 years ago and has received nearly 4,000 Google Scholar citations (Bagozzi, Gopinath, & Nyer, 1999). At that time, knowledge about emotions was in early stages of development, and little research could be found in marketing investigating emotions. Many advances in emotional theories and findings have occurred in psychology over the past two decades, and research in marketing with regard to emotions has exploded. Today, we know that decision making, choice, and action cannot be explained solely with cognitive and rational theories, and emotional content is essential to account for these. This paper considers what emotions are and why they are important. Appraisal theories of emotions are described and updated, and three kinds of emotions are examined: basic emotions, self-conscious emotions, and moral emotions. Neurobiological bases of emotions are then detailed, and next the notions of compound mental states, multidimensional emotions, and “big ideas”, are introduced. Finally, discussion of emotions in cultural context is treated and suggested as the next frontier in emotional research.