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Emotional Intelligence

Part 4. Advertising and Integrated Communication

  1. Paula C. Peter

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04017

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Peter, P. C. 2010. Emotional Intelligence. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. San Diego State University, San Diego, CA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Emotional intelligence is introduced in the field of advertising and marketing communications. An overview of the construct, in terms of its historical perspective, models and applications is provided, together with suggestions for future research.

Keywords:

  • emotional intelligence;
  • advertising;
  • marketing communications;
  • consumer behavior;
  • decision making;
  • emotions