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EMAC 2023 Regional Conference

Emotional Intelligence and Emotion Management in Purchase Decisions

Published: November 22, 2023


Athanasia Vlachou, Athens University of Economics and Business; Konstantinos Lionakis, Athens University of Economics & Business; George Baltas, Athens University of Economics and Business


This paper considers the relation between emotional intelligence and various aspects of emotion management such as shopping under stress, shopping due to sadness, regret of decision, control of emotions and satisfaction during purchase. We analyze survey data from 205 consumers and focus on the market of durable products. We find that higher levels of self-control are positively associated with satisfaction from a purchase, whereas lower levels of self-control may lead to regretful shopping decisions. There are also significant differences between men and women as such patterns are more notable in the behavior of female consumers. The findings yield actionable insights and important implications for marketing practitioners and researchers.