The Influence Of Emotional Intelligence On Consumer Behavior

Hasim Deari, Selvije Thaçi

Abstract


Emotional intelligence (EI) has become increasingly relevant to consumer research because marketplace decisions frequently involve affective information, emotional appeals, interpersonal cues, and self-regulation. This paper examines the relationship between EI and four consumer outcomes: emotional processing, consumer attitudes toward brands, purchase intention, and brand loyalty. Building on ability-based models of EI and research on emotion in consumer judgment, the study positions EI as an individual-difference variable that may influence how consumers recognize, interpret, and regulate emotional information during consumption. A quantitative, cross-sectional survey design is specified, using established measures and structural equation modeling (SEM). The reported results indicate positive relationships between EI and all four focal outcomes, with the strongest reported association occurring between EI and emotional processing. The paper contributes to marketing scholarship by integrating emotional intelligence (EI) theory with consumer behavior research and by distinguishing the experience of emotion from the ability to process emotional information. Managerially, the framework suggests that consumers may differ systematically in their responses to emotionally framed communication, brand narratives, and relationship-building strategies.

Keywords


emotional intelligence, consumer behavior, consumer attitudes, purchase intention, brand loyalty, emotional processing

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v59.1.8715

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