Fr-OR-S105-5 - Consumer Emotions Influence Behavior: An Instrument To Measure Consumer Emotional Intelligence (Cei)

Consumer behavior
Oral Presentation
Part of:
Friday May 19   05:15 PM to 05:30 PM (15 minutes)
Economic psychology, consumer behavior and marketing
Consumer behavior
Consumer Emotions influence behavior: An instrument to measure Consumer Emotional Intelligence (CEI)
E. Lopez-Zafra 1,*, M. Pulido-Martos 1, J. M. Augusto-Landa 1, O. Luque-Reca 1 2
1Psychology, Universidad de Jaén, Jaén, 2Psychology, Universidad Francisco de VItoria, Pozuelo de Alarcón. Madrid, Spain
Content: Purpose. Emotional intelligence (EI) is an important construct defined as "the ability to monitor feelings and emotions of oneself and others, to discriminate among them and to use this information to guide their own thinking and action" (Salovey & Mayer, 1990, p. 189). This model includes four basic emotional skills: 1) attending to emotions; 2) feelings that facilitate thought; 3) to understand emotions; and 4) to regulate emotions. This research bases on and enlarge model by Mayer, Salovey and Caruso Emotional Intelligence Test (MSCEIT; 2002) to create new tasks specifically related to consumers.
Methodology. Based on the information gathered from eight focus groups, a pool of 115 items within 18 tasks were tested and debriefed (n= 24). Study 2 (n= 114) aimed to analyze the structure and to shorten the instrument.
Results.  Descriptive and qualitative analyses (Study 1) allowed us to discard several items, and to reformulate two of the tasks. Factor analyses (Study 2) show that some items were not reliable and were discarded. Confirmatory analyses showed good reliability and fit of the structure.
Limitations. Validity and test- retest of the items remain to be tested. Furthermore, a wider sample is needed to ensure further external validity.
Practical Implications. Testing consumers’ emotional intelligence could help marketers to capture the role of emotions in consumption decisions.
Originality/Value. This instrument is new and specific of consumer behavior. 

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