The Role of Emotional Intelligence As a Moderator of the Effectiveness of Advertising Disclaimers on Digitally Enhanced Images

Paula Peter, San Diego State University, USA
Steven Shyne, San Diego State University, USA
Anjala Krishen, University of Nevada Las Vegas, USA
Are advertising disclaimers on digitally enhanced images effective in reducing body dissatisfaction? What is the role of Emotional Intelligence (EI)? With an empirical study we show EI as an important moderator of the effectiveness of advertising disclaimers on body dissatisfaction considering both males and females.
[ to cite ]:
Paula Peter, Steven Shyne, and Anjala Krishen (2013) ,"The Role of Emotional Intelligence As a Moderator of the Effectiveness of Advertising Disclaimers on Digitally Enhanced Images", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.