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

Hongmin Ahn, West Virginia University, USA
Sang Yeal Lee , West Virginia University, USA
Yongjun Sung, Southern Methodist University
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).
[ to cite ]:
Hongmin Ahn, Sang Yeal Lee , and Yongjun Sung (2013) ,"Consumer Emotional Intelligence and Its Effects on Goal-Oriented Appeals in Advertising", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.