Does Emotional Intelligence Moderate the Effectiveness of Emotionally Laden Persuasive Appeals?
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).
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
McCall, Michael; Opengart, Rose; and King, Kristina, "Does Emotional Intelligence Moderate the Effectiveness of Emotionally Laden Persuasive Appeals?" (2015). Association of Marketing Theory and Practice Proceedings 2015. 38.