The emergence of modern technology has brought new opportunities to every modern consumer in the way he performs the purchasing process. The availability of information on the Internet has made it easier for consumers to seek information, which has been a major problem in the past. For the contemporary consumer, searching for information is not a significant problem. He is ready to share his experiences with other participants of the Internet and listen to their advice. Apart from consumers, technology has also provided new opportunities to marketers. Numerous shops whose main sales channel is the Internet have emerged,. In order for online sales to be successful, marketing strategies also had to adapt to meet the contemporary demands. Many strategies use emotions and affects as the main means of acquiring consumers. Such strategies show that new approaches are needed in the creation of models of consumer behavior. A standard consumer behavior model, based on the assumption that the consumer is rational in making purchasing decisions, can no longer meet the requirements of contemporary research. The role of emotion in the decision-making process is too great to be neglected. In addition to emotions, affective states can direct the modern consumer to find the need for new excitement in the buying process.