A REVIEW ON IMPACT OF EMOTIONAL INTELLIGENCE ON CONSUMERS’ BUYING BEHAVIOR
Author -
Dr. Rakhi Kumari
Mr. Ashish Pant Mr. Sunil Dutt Sharma
ABSTRACT
Study of consumers’ buying behavior is never being an easy task, as it is always uncertain. A consumer because suddenly change their mindset to purchase the product is never be predictable. There are many factors that affects consumers’ buying behavior and in present scenario one of the most important factors that have an impact on consumer behavior is Emotional Intelligence.
Emotions that have a combination of personal feelings and experiences help to decide to choose the product. Emotional Intelligence relates to a rational decision making when consumer takes decision to choose the product. When consumer evaluate the brands in the market, they first use their emotions relate to their brands rather than brands features, facts etc. The objectives of this research are to explore the impact of emotional intelligence on consumers’ buying behavior and review existing literature on the subject and to provide insight on implications of emotional intelligence for businesses and marketers.
This article will be beneficial for researchers, Marketers and Organizations. Strategic frameworks of this paper will be useful in more reflective research, selling, and practice relating to the subject matter of consumer’s buying behavior.
Keywords
Emotional Intelligence, Consumer, Buying behavior, Marketers, Decision making
References
Andersch, H., Arnold, C., Seemann, A. K., & Lindenmeier, J. (2019). Understanding ethical purchasing behavior: Validation of an enhanced stage model of ethical behavior. Journal of Retailing and Consumer Services, Online, pp.50-59.
Bougie, R., Pieters, R. & Zeelenberg, M. (2003). Angry Customers don't Come Back,They Get Back: The Experience and Behavioral Implications of Anger and Dissatisfaction in Services. Journal of the Academy of Marketing Science, 31(4), pp.377-393.
Creswell, J. W. (2013). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. fourth edition. California: Sage Publications.
Deshpande, S. P. (2009). A study of ethical decision making by physicians and nurses in hospitals. Journal of Business Ethics, 90(3), pp. 387-397.
Fugate, D. (2007). Neuromarketing: a layman's look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), pp.385-394.
Goswami, S. & Khan, S. (2015). Impact of consumer decision-making styles on online apparel consumption in India. Vision, 19(4), pp. 303-311
Heath, M.P. & Tynan, C. (2010). Crafting a research proposal. The Marketing Review, 10(2), pp. 147-168.
Khan, U. (2010). The rosy side of negative emotions. Advances in Consumer Research, 37, pp. 263-266.
Newholm, T. & Shaw, D. (2007). Studying the ethical consumer: A review of research. Journal of Consumer Behaviour, 10(3), pp. 360-371.
Oberecker, E. & Diamantopoulos, A. (2011). Consumers’ Emotional Bonds with Foreign Countries: Does Consumer Affinity Affect Behavioral Intentions? Journal of International Marketing, 19(2), pp.45-72.
Pedregal, V. & Ozcaglar-Toulouse, N. (2011). Why does not everybody purchase fair trade products? The question of the fairness of fair-trade products' consumption for consumers. International Journal of Consumer Studies, 35(6), pp.655-660.
Ritch, E. L. (2015). Consumers interpreting sustainability: moving beyond food to fashion. International Journal of Retail & Distribution Management, 43(12), pp. 1162-1181.
Smyth, H. (2014). Relationship Management And The Management Of Projects. Abingdon, Oxon: Routledge, Taylor and Francis.
Vehmas, K., Raudaskoski, A., Heikkilä, P., Harlin, A. & Mensonen, A. (2018). Consumer attitudes and communication in circular fashion. Journal of Fashion Marketing and Management: An International Journal, 22(3), pp.286-300.
Waterhouse, L. (2006). Inadequate evidence for multiple intelligences, Mozart effect, and emotional intelligence theories. Educational Psychologist, 41(4), 247–255.
Wiederhold, M. & Martinez, L. (2018). Ethical consumer behaviour in Germany: The attitude-behaviour gap in the green apparel industry. International Journal of Consumer Studies, 42(4), pp. 419-429.