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

Abstract

This research details the development of the Consumer Emotional Intelligence Scale (CEIS), which was designed to measure individual differences in consumers' ability to use emotional information. Scale development procedures confirmed the theoretical structure of the 18-item scale. Results supported the scale's reliability and its discriminant and nomological validity. Our consumer domain-specific measure predicted food choices better than a more domain-general alternative. Furthermore, consumer emotional intelligence (EI) predicted food choices beyond cognitive knowledge. Finally, consumer EI was found to generalize to product-based decision making. Theoretical implications of consumer EI are discussed along with areas of future research. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

A Generalizable Scale of Propensity to Plan: The Long and the Short of Planning for Time and for Money

“…Research on "situation-specific thinking style" shows that one can develop measures of stable cognitive traits pertaining to how consumers think in certain kinds of tasks (Kidwell, Hardesty, and Childers 2008;Lichtenstein, Netemeyer, and Burton 1995;Novak and Hoffman 2009;Weber et al 2002). There is suggestive evidence that planning may be domain specific, consistent with our conceptualization of planning that highlights the role of goals, constraints, and preferences that might be domain specific.…”

Participating in Social Network Online Purchase: How Significant Emotional Intelligence IS

“…In contrast to traditional concept of business, trust in online purchasing is more critical that requires special attention. There is where business owner or retailer is required to address the emotional aspects of the buyers so that customer trust emerges and forms the basis of the decision to purchase (Kidwell et al, 2008).…”

“…Many factors are expected to contribute in explaining consumers' decision in consumption situations. In many situations, emotions play a great role in explaining how people act and make judgment (Kidwell, Hardesty & Childers, 2008). Kidwell et al, (2008) further added that understanding the emotional processing capabilities may have important effects on consumer outcomes.…”

“…In many situations, emotions play a great role in explaining how people act and make judgment (Kidwell, Hardesty & Childers, 2008). Kidwell et al, (2008) further added that understanding the emotional processing capabilities may have important effects on consumer outcomes. In addition, risk and trust are two interrelated facets of decision making that explain how people choose to act (Josang & Presti, 2004).…”

Can you trust a customer's expression? Insights into nonverbal communication in the retail context

“…If retailers and salespeople understand customer expressions better, they may be able to help customers understand how their emotions affect their decision making. Some research suggests that consumers can benefit from identifying their feelings and recognizing the influence of these feelings on their decision making (Kidwell, Hardesty, & Childers, 2008). Consumers who are aware of how their true feelings affect their decision making tend to make choices that better support their long-term health.…”