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Journal of Consumer Research Inc.

Consumer Emotional Intelligence: Conceptualization, Measurement, and the Prediction of Consumer Decision Making Author(s): Blair Kidwell, David M. Hardesty, Terry L. Childers Source: The Journal of Consumer Research, Vol. 35, No. 1 (June 2008), pp. 154-166 Published by: The University of Chicago Press Stable URL: .Accessed: 14/04/2011 10:03
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Consumer Emotional Intelligence: Conceptualization, Measurement, and the Prediction of Consumer Decision Making
This research details the development of the Consumer Emotional Intelligence Scale(CEIS), which was designed to measure individual differences in consumers’ ability to use emotional information. Scale development procedures confirmed the theoretical structure of the 18-item scale. Results supported the scale’s reliability and its discriminant and nomological validity. Our consumer domain-specific measure predicted food choices better than a more domain-general alternative.Furthermore, consumer emotional intelligence (EI) predicted food choices beyond cognitive knowledge. Finally, consumer EI was found to generalize to productbased decision making. Theoretical implications of consumer EI are discussed along with areas of future research.


espite the importance of emotion in decision making (Luce 1998; Pham 1998; Ruth 2001), research has yet to fully understand howconsumers use emotional information to make effective decisions. A growing body of research continues to focus on the emotions present in consumption situations; a better understanding of emotional processing abilities may have important effects on consumer performance outcomes. Our current research focuses on emotional intelligence (EI) in the consumer domain in light of past research focusingsolely on general emotional intelligence. Consumer emotional intelligence is defined here as a person’s ability to skillfully use emotional information to achieve a desired consumer outcome. Consumer EI comprises a set of first-order emotional abilities that allow individuals to recognize the

*Blair Kidwell ( is assistant professor of marketing and David M. Hardesty( is associate professor of marketing, University of Kentucky, Lexington, KY 40506. Terry L. Childers ( is the Gatton Endowed Chair in Electronic Marketing, University of Kentucky, Lexington, KY 40506. This article is based on the first author’s dissertation. The authors would like to thank David Brinberg, Andrew Parker, Kent Nakamoto, and Robert Jewell for their helpful...
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