The effects of emotional intelligence on purchasing behaviour

Purchasing decisions are influenced by rational and emotional needs. In this respect, it is thought that the concept of emotional intelligence will help to better understand consumer behaviour. The present study focuses on the concepts of emotional intelligence, impulse buying and brand awareness in the field of consumer behaviour. When we look at literature, emotional intelligence research have been done intensely since the 1990s, but it appears that the field of marketing especially the consumer oriented studies are inadequate. In line with this need, this study aims to investigate the relationship between consumers' emotional intelligence and impulse buying behaviour, and the effect of brand awareness on this relationship. The data, collected by face to face questionnaire method from 660 undergraduate, graduate and phD students studying in Istanbul were tested by using structural equation model. The findings revealed that there is a negative relationship between emotional intelligence and impulse buying behaviour, a positive relationship between emotional intelligence and brand awareness, and a positive relationship between brand awareness and impulse buying behaviour. Additionally, it is also found that brand awareness has a moderating role in the relationship between emotional intelligence and impulse buying behaviour.