Emotional Intelligence as a Personality Trait That Predicts Consumption Behavior: The Role of Consumer Emotional Intelligence in Persuasive Communication

While a significant number of studies have examined the effect cognitive ability on social behaviors, researchers devoted insufficient attention to emotional as distinguishing individual characteristic that influences behaviors. This study aims address this critical gap by examining specific role consumer intelligence (CEI) plays in susceptibility persuasive messages. Based and regulatory focus theories, an experiment was conducted test CEI its boundary conditions. The results demonstrate people with high are more likely be persuaded positive emotion-evoking ads than low CEI. Furthermore, found is pronounced for promotion-focused (vs. prevention-focused) ad These findings indicate meaningful trait consider when predicting how will respond