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How does Sarah McLachlan make me donate to the SPCA? Emotional Intelligence and Emotionally Laden Persuasive Appeals

This research examines the notion that a person's level of emotional intelligence serves to mediate the effect of social influence on the consumer. The purpose of this study is to examine whether emotional intelligence may mediate the impact of persuasive attempts in consumer decision- making.

Project Details

Campus: Worldwide Campus
College: Worldwide College of Business
Department: Worldwide Department of Business Administration
Type: Faculty-Staff
​This research examines the notion that a person's level of emotional intelligence serves to mediate the effect of social influence on the consumer. The purpose of this study is to examine whether emotional intelligence may mediate the impact of persuasive attempts in consumer decision- making.