Emotional Intelligence: Conceptualisation and Prediction of Consumer Decision Making

Abstract

This study aimed to explore the emotional intelligence and rational as the factors to be affecting the consumer decision making. The reason behind the part of predicting the consumer decision making is very crucial for the organizations. The consumer’s decision making towards a product based upon their emotional intelligence, in lieu of the past studies and researches done in the required as well as the related fields. Using quantitative research design, this study collected data from the individuals who were the decision makers. An adopted research instrument with 5-point Likert scale and included statements about the individuals’ behaviour, perception and decision-making (Emotionality and rationality) was used. The findings of the study demonstrate that consumer’s decision-making is primarily related with the understanding of the emotional intelligence of a consumer (Seller to be emotionally intelligent) and the understanding of the rational of a consumer (Seller to be rational). The results in the reviewed literature were found to be similar with the findings of the present study.