Purpose - The purpose of this paper is to examine how received word-of-mouth (WOM) influence consumer emotions and, in turn, behavioral attitude and intention. Methodology/approach - A conceptual model is developed by extending the theory of reasoned action framework to include WOM and emotions. The conceptual model is operationalized by a structural equation model, and the model is estimated and tested by using the partial least squares method. A survey among 509 consumers in Denmark forms the empirical basis for the study. Findings - The study finds that positive and negative WOM has an asymmetric influence on emotions, behavioral attitude and intention, i.e., consumers respond differently to positive and negative WOM. The study also finds that positive WOM has a larger impact on behavioral attitude and intention than the social norm and that negative WOM has an impact equal to social norm. Furthermore, the study finds that emotions are an important mediator for both WOM and social norm. The findings provide strong empirical evidence for the developed model. Research limitations - The study is limited to a large travel agency in Denmark. Practical implications - This study has clear implications in terms of measuring the importance of WOM and emotions in consumer decision making. It can be a useful basis for a practical WOM marketing strategy, which is a critical and rising element in customer-focused companies□marketing strategy. The marketers should stimulate and provide content for PWOM, while attempting to manage and reduce NWOM. Originality/value - This paper provides new insights into how WOM works and the interplay between WOM, emotions and social norm in consumer decision making.