The effects of the emotional intelligences on customers? advertisement perceptions and a study

Emotional intelligence is a new and growing area of investigation that has generated controversy both in the scientific community and in the popular media. Popular interest in emotional intelligence has tended to explain the facts in our life with emotional intelligence. We begin with a brief literature of the emotional intelligence concept and its dimensions.More recently, researchers have suggested that the competencies associated with EI relate to four domains, defined by four EI components: (a) recognition of emotions in self; (b) recognition of emotions in others; (c) regulation of emotions in self; and (d) regulation of emotions in others.In this thesis it is examined that customer emotional intelligence effects the perception of customers. In other words, the purpose of this study is to explore the effects of the emotional intelligences on customers' advertisement perceptions. The analysis of the data has shown that positivity levels of the likeability level of the ad are increasing with the emotional intelligence. For this purpose, a survey on the customers of a shopping center has been done. As a result it?s seen that customer emotional intelligence has great influence on their perceptions.Key Words: Emotional İntelligence, Advertisement, Perception, Marketing