O papel da inteligência emocional nas respostas do consumidor à publicidade


  • Ana Cristina Antunes Escola Superior de Comunicação Social (ESCS) - Instituto Politécnico de Lisboa https://orcid.org/0000-0001-8983-2062
  • Francisco Costa Pereira Escola Superior de Comunicação Social (ESCS) - Instituto Politécnico de Lisboa




inteligência emocional, necessidade de cognição, necessidade de emoção, resposta dos consumidores à publicidade


As diferenças existentes entre consumidores podem originar reacções distintas face à publicidade. A presente investigação é um estudo exploratório que pretende analisar a influência da inteligência emocional, da necessidade de cognição e da necessidade de emoção nas respostas à publicidade dadas pelos consumidores. Os resultados obtidos confirmam a importância de considerar a inteligência emocional como um factor relevante para prever a opinião global e a atitude desenvolvida relativamente ao anúncio, bem como as respostas emocionais do consumidor quando confrontado com o anúncio. É ainda discutida a influência da necessidade de cognição e da necessidade de emoção nas reacções emocionais perante a publicidade.


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Como Citar

Antunes, A. C., & Costa Pereira, F. (2007). O papel da inteligência emocional nas respostas do consumidor à publicidade. Comunicação Pública, 3(5), 29–44. https://doi.org/10.4000/cp.7952