Association of Marketing Theory and Practice Proceedings 2015
 

Title

Does Emotional Intelligence Moderate the Effectiveness of Emotionally Laden Persuasive Appeals?

Document Type

Conference Proceeding

Conference Track

General Papers

Publication Date

2015

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).

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Digital Commons@Georgia Southern License

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