The Role of Personality Traits and Emotional Intelligence as a predictor of Consumer Decision-Making Style

Abstract

The purpose of this study is to examine the influence of personality traits and emotions as antecedents of consumer decision making among adults. Quantitative methodology was used through the collection of data via standardized questionnaires that measured personality traits, emotional intelligence, and consumer decision-making styles. From the findings, there is a strong correlation between personality traits and emotional intelligence and consumer decision-making style, although emotional intelligence contributed slightly more significantly to consumer choices. Pearson correlation analysis revealed that emotional intelligence and personality traits are related to each other and together influence consumer decision making style. In addition, a regression analysis revealed that personality traits and emotional intelligence have unique effects on the variance in consumer decision making styles. This research serves to expand knowledge about psychological factors, especially personality and mood, that motivate consumer decisions and offers practical implications for marketing management. The limitations of the research are its cross-sectional nature, dependence on self-reported measures, and restricted demographic sample. Longitudinal research, more varied demographics, and other psychological measures could build upon these results.