Consumer Emotional Intelligence and Its Effects on Goal-Oriented Appeals in Advertising

This study demonstrates that consumer emotional intelligence (CEI) influences the persuasiveness of messages in ads, suggesting that CEI is a critical individual difference to consider in predicting consumers' responses to advertising messages. Importantly, it suggests that the effect of CEI is...

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Bibliographic Details
Main Authors: Ahn, Hongmin, Lee, Sang Yeal, Sung, Yongjun
Format: Conference Proceeding
Language:English
Subjects:
Advertising
Emotional intelligence
Personality traits
Responses
Studies
Online Access:Get full text
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Summary:This study demonstrates that consumer emotional intelligence (CEI) influences the persuasiveness of messages in ads, suggesting that CEI is a critical individual difference to consider in predicting consumers' responses to advertising messages. Importantly, it suggests that the effect of CEI is pronounced when ad messages are prevention-focused (vs. promotion-focused).
ISSN:0098-9258