The Impact of Neuro Consciousness on Impulsive Buying Behavior and Neuro-Marketing: The Mediating Role of Emotional Intelligence
Abstract
This research investigates the effect that Neuro Consciousness has on Impulsive Buying Behavior and Neuro-Marketing through the mediating role of Emotional Intelligence. Quantitative analysis methods: correlation, regression and mediation analysis were used to test the proposed model using quantitative sampling (250 responses). Both Impulsive Buying Behavior and Neuro-Marketing receive direct impacts from Neuro Consciousness through the mediation of Emotional Intelligence. Impulsive buying behavior and neuro-marketing strategies have greater influence on individuals who possess advanced levels of Neuro Consciousness yet emotional intelligence reinforces this influence more strongly. The mediation analysis results indicate that Emotional Intelligence works as a crucial intermediary step between Neuro Consciousness and the customer responses, as well as their behavior patterns. The more influence consumers are shown to demonstrate during purchasing processes in terms of better emotional regulation and cognitive awareness, the more they show in their decision making during purchasing processes. Thus, the results for this study can extend to the psychological body of knowledge around how consumers act and how marketers can use techniques in neuro marketing. The results provide strong evidence of the influence of emotional intelligence on consumer reactions to marketing stimuli in which emotional intelligence can be seen as a determining variable of impulsive buying behavior and the engagement of neuro marketing strategies.
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