Abstract: Emotional consumerism is a product of the needs of capital proliferation, and is a new form of consumerism invading the emotional field under the leadership of capital when Capital logic has realized discipline and manipulation of emotions, and promotes the development of capital emotionalization and emotional capitalization. Emotional consumerism means that with emotional needs becoming the main driving force in consumption behavior, the material goods of consumption objects turns into emotional goods. The specific manifestations include the commercialization, symbolization, capitalization and consumerization of emotions. Emotions are governed by capital and become a new form of capital proliferation, which will inevitably bring triple harms of emotional alienation, consumption alienation and labor alienation. This leads people to fall into the trap of consumerism in the process of pursuing emotional satisfaction, ignoring the essence and true value of emotions. Therefore, individuals, society and the government must exert concerted efforts to decipher the capital logic behind emotional consumerism from the perspectives of concept change, education guidance and government control, so as to resolve the dilemma of the triple alienation brought about by emotional consumerism and promote the rationalization of emotional consumption.

Key words: emotional consumption, emotional commercialization, emotional capitalization, alienation, capital logic