Emotional Intelligence in Understanding and Influencing Consumer Behavior

Abstract

This chapter explores how important emotional intelligence (EI) is in determining consumers' behaviour. The psychological foundations of emotional intelligence are examined, focusing on how consumers use EI to make decisions. The usefulness of theoretical frameworks, such as the ability and trait models, in comprehending customer preferences is investigated. The chapter also reviews several approaches to measuring customer sentiments, from sophisticated sentiment analysis to conventional surveys. To demonstrate how emotional intelligence (EI) improves consumer engagement and brand loyalty, case studies, best practices, and practical implementations of EI in digital marketing are provided. The chapter continues with a study of the effect of emotional intelligence (EI) on customer retention and a look at the new directions in emotional AI and its possible applications to consumer behaviour research.