The role of emotional intelligence in consumer responses to advertising

Bibliographic Details
Main Author: Antunes, Ana Cristina
Publication Date: 2020
Other Authors: Pereira, Francisco Costa
Format: Article
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: https://doi.org/10.4000/cp.7952
Summary: Individual differences can lead to changes in the responses given towards an advertising appeal. This is an exploratory study that analyses the influence of emotional intelligence, need for cognition and need for emotion in the consumers’ response to advertising. The results confirm the importance of considering emotional intelligence as an important factor to predict the global opinion towards the ad, the attitude towards the ad and the emotional responses to advertising. The influence of need for cognition and need for emotion in the emotional responses to advertising is also discussed.
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling The role of emotional intelligence in consumer responses to advertisingemotional intelligenceneed for cognitionneed for emotionconsumer responses to advertisinginteligência emocionalnecessidade de cogniçãonecessidade de emoçãoresposta dos consumidores à publicidadeIndividual differences can lead to changes in the responses given towards an advertising appeal. This is an exploratory study that analyses the influence of emotional intelligence, need for cognition and need for emotion in the consumers’ response to advertising. The results confirm the importance of considering emotional intelligence as an important factor to predict the global opinion towards the ad, the attitude towards the ad and the emotional responses to advertising. The influence of need for cognition and need for emotion in the emotional responses to advertising is also discussed.As diferenças existentes entre consumidores podem originar reacções distintas face à publicidade. A presente investigação é um estudo exploratório que pretende analisar a influência da inteligência emocional, da necessidade de cognição e da necessidade de emoção nas respostas à publicidade dadas pelos consumidores. Os resultados obtidos confirmam a importância de considerar a inteligência emocional como um factor relevante para prever a opinião global e a atitude desenvolvida relativamente ao anúncio, bem como as respostas emocionais do consumidor quando confrontado com o anúncio. É ainda discutida a influência da necessidade de cognição e da necessidade de emoção nas reacções emocionais perante a publicidade.Comunicação públicaEscola Superior de Comunicação Social2020-12-03info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttps://doi.org/10.4000/cp.7952https://doi.org/10.4000/cp.7952URI:https://journals.openedition.org/cpreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAPengurn:doi:10.4000/cp.7952https://journals.openedition.org/cp/7952urn:handle:20.500.13089/ehasAntunes, Ana CristinaPereira, Francisco Costainfo:eu-repo/semantics/openAccess2025-05-22T12:41:56Zoai:revues.org:cp/7952Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T07:36:01.077339Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv The role of emotional intelligence in consumer responses to advertising
title The role of emotional intelligence in consumer responses to advertising
spellingShingle The role of emotional intelligence in consumer responses to advertising
Antunes, Ana Cristina
emotional intelligence
need for cognition
need for emotion
consumer responses to advertising
inteligência emocional
necessidade de cognição
necessidade de emoção
resposta dos consumidores à publicidade
title_short The role of emotional intelligence in consumer responses to advertising
title_full The role of emotional intelligence in consumer responses to advertising
title_fullStr The role of emotional intelligence in consumer responses to advertising
title_full_unstemmed The role of emotional intelligence in consumer responses to advertising
title_sort The role of emotional intelligence in consumer responses to advertising
author Antunes, Ana Cristina
author_facet Antunes, Ana Cristina
Pereira, Francisco Costa
author_role author
author2 Pereira, Francisco Costa
author2_role author
dc.contributor.author.fl_str_mv Antunes, Ana Cristina
Pereira, Francisco Costa
dc.subject.por.fl_str_mv emotional intelligence
need for cognition
need for emotion
consumer responses to advertising
inteligência emocional
necessidade de cognição
necessidade de emoção
resposta dos consumidores à publicidade
topic emotional intelligence
need for cognition
need for emotion
consumer responses to advertising
inteligência emocional
necessidade de cognição
necessidade de emoção
resposta dos consumidores à publicidade
description Individual differences can lead to changes in the responses given towards an advertising appeal. This is an exploratory study that analyses the influence of emotional intelligence, need for cognition and need for emotion in the consumers’ response to advertising. The results confirm the importance of considering emotional intelligence as an important factor to predict the global opinion towards the ad, the attitude towards the ad and the emotional responses to advertising. The influence of need for cognition and need for emotion in the emotional responses to advertising is also discussed.
publishDate 2020
dc.date.none.fl_str_mv 2020-12-03
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.4000/cp.7952
https://doi.org/10.4000/cp.7952
url https://doi.org/10.4000/cp.7952
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv urn:doi:10.4000/cp.7952
https://journals.openedition.org/cp/7952
urn:handle:20.500.13089/ehas
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Comunicação pública
Escola Superior de Comunicação Social
publisher.none.fl_str_mv Comunicação pública
Escola Superior de Comunicação Social
dc.source.none.fl_str_mv URI:https://journals.openedition.org/cp
reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833603014152159232

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