Abstarct: Companies are always looking for more profits, more stability in the market and obtaining the attention and retention of the customers. To achieve this, using time and money on studying customers’ behavior which is the undeniable element of this cycle, has been part of their planning in the past and nowadays. Developing technologies and communications has made this need more essential than ever was. On the other hand, development in telecommunications has turn cellphones into advantageous devices with numerous and various applications. Now the need for them seems vital. The purpose of this study at first is to investigate the effects of perceived needs and emotional responses on customers’ purchase intentions of the cellphones. Secondly and in the additional findings section, measuring the effects of brand diversity upon the study’s variables are being done. Also, the role of brand attitude as a mediator between need for achievement and purchase intention is going to be approved. A dual-process approach considering both perceived needs and emotional responses is an eminent distinction of this study. In this regard, the different variables identified by reviewing and studying the related literature. Then the variables were approved in the concept of the model and consultation with acknowledged experts. The necessary questionnaire was extracted and handed into the respondents. Target population was consisted of all the cellphone users in the city of Mashhad. Finally, after collecting data and using Amos, Structural Equation Model and ANOVA, data analysis was conducted. The results of this study represent the approval of the modeling, premises (except for one) and the mediating role of brand attitude.