AMTP Proceedings 2015
Does Emotional Intelligence Moderate the Effectiveness of Emotionally Laden Persuasive Appeals?
Document Type
Conference Proceeding
Conference Track
General Papers
Publication Date
2015
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
In the last 50 years there has been a plethora of academic research around consumer behavior (Macinnis & Folkes, 2010). While there have been a variety of topics examined by researchers, many aspects of persuasion and its effects on consumers’ decisions are not fully understood. Given the prominence of advertising in the field of persuasion, it is not surprising that persuasion theories have received a great deal of attention in scholarly research (Shrum, Liu, Nespoli, & Lowrey, 2012).
DOI
10.20429/amtp.2015.38
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
McCall, Michael; Opengart, Rose; and King, Kristina, "Does Emotional Intelligence Moderate the Effectiveness of Emotionally Laden Persuasive Appeals?" (2015). AMTP Proceedings 2015. 38.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2015/38
