Dr Andree Swanson and Dr Paula Zobisch, research partners, are conducting a qualitative study is to evaluate the CEIS as a predictor of emotional intelligence in consumers. The researchers believe that current measurement of Emotional Intelligence is not an accurate predictor of consumer behavior. Kidwell developed the Consumer Emotional Intelligence Scale (CEIS) to determine consumer emotional intelligence in place of using the Mayer-Salovey-Caruso Emotional Intelligence Test (MSCEIT) (Kidwell, Hardesty, and Childers (2008a). The qualitative study will seek consumers and marketing professionals over 18 years of age who were recruited through social media to evaluate the accuracy/effectiveness of the CEIS.
The significance of this study is that impulse buying, in its extreme, can cause financial hardship. Kidwell, Hardesty, and Childers (2008a) designed an instrument to measure the effect of emotions on consumer buying decisions, the Consumer Emotional Intelligence Scale (CEIS). The instrument was designed to measure emotions and allows individuals to recognize emotional patterns when making consumer buying decisions. Since reason leads to conclusions and emotions lead to action (Kotler, Kartajaya, & Setiawan, 2010), the impact to marketers is to communicate with the consumer in such a manner as to evoke a positive emotion that leads to a favorable buying decision. The results of this study will significantly add to the existing literature on consumer behavior and the psychology of consumer behavior.
The results of the proposed study could potentially aid the consumer who is susceptible to impulse buying based on emotion. The results may also provide a positive resource for the field of business marketing and consumer behavior education. The results of this study will significantly add to the existing literature on consumer behavior and the psychology of consumer behavior.
Participate in Study
We welcome you to participate in this research project related to consumer behavior. Please go directly to www.ZobischSwanson.info to take the surveys.
Dr. Andree Swanson and Dr. Paula Zobisch
Kidwell, B., Hardesty, D. M., & Childers, T. L. (2008a). Consumer emotional intelligence: Conceptualization, measurement, and the prediction of consumer decision making. Advances in Consumer Research, 35, 660.
Kidwell, B., Hardesty, D. M., & Childers, T. L. (2008b, December). Emotional calibration effects on consumer choice. Journal of Consumer Research, 35(4), 611-621
Kidwell, B., Hardesty, D. M., Murtha, B. R., & Sheng, S. (2011, January). Emotional intelligence in marketing exchanges. Journal of Marketing, 75, 78-95
Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. Hoboken, NJ: John Wiley & Sons.