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The Impact of Emotional Intelligence: Understanding Consumer Behavior

by on Aug 15, 2013

  • 741 views

Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field. ...

Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
Marketers must turn from the traditional marketing strategies based on cognitive abilities of the consumer to also include the role of emotions in the buying process.
A review of literature on consumer behavior (CB) and emotional intelligence (EI) is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.

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The Impact of Emotional Intelligence: Understanding Consumer Behavior The Impact of Emotional Intelligence: Understanding Consumer Behavior Presentation Transcript