O papel da inteligência emocional nas respostas do consumidor à publicidade
DOI:
https://doi.org/10.4000/cp.7952Palavras-chave:
inteligência emocional, necessidade de cognição, necessidade de emoção, resposta dos consumidores à publicidadeResumo
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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