Consumer Emotional Intelligence: Conceptualization, Measurement, and the Prediction of Consumer Decision Making

Blair Kidwell, University of Kentucky
David M. Hardesty, University of Kentucky
Terry L. Childers, University of Kentucky
This research details the development of the “Consumer Emotional Intelligence Scale” (CEIS) designed to measure individual differences in consumer’s ability to use emotional information. Scale development procedures confirmed the theoretical higher-order model with 18 items representing the managing, facilitating, understanding, and perceiving dimensions. Additional results are reported that support the scale’s reliability, discriminant and nomological validity. Our domain-specific measure predicted consumer food choices better than a more domain-general alternative. Furthermore, consumer emotional intelligence predicted food choices beyond cognitive knowledge.
[ to cite ]:
Blair Kidwell, David M. Hardesty, and Terry L. Childers (2008) ,"Consumer Emotional Intelligence: Conceptualization, Measurement, and the Prediction of Consumer Decision Making", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 660-662.