Purpose/Significance
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.
Significance Statement
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.
Benefits
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
References
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.