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Consumer Emotional Intelligence: Conceptualization, Measurement, and the Prediction of
Consumer Decision Making*
*Accepted for publication to Journal of Consumer Research on 09/14/2007.
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This research details the development of the “Consumer Emotional Intelligence Scale” (CEIS)
designed to measure individual differences in consumers’ ability to use emotional information.
Scale development procedures confirmed the theoretical structure of the 18-item scale. Results
supported the scale’s reliability and its discriminant and nomological validity. Our consumer
domain-specific measure predicted food choices better than a more domain-general alternative.
Furthermore, consumer emotional intelligence predicted food choices beyond cognitive
knowledge. Finally, consumer emotional intelligence was found to generalize to product-based
decision making. Theoretical implications of consumer emotional intelligence are discussed
along with areas of future research.
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Approximate Word Count: 11038
Approximate Pages: 45 (250 words per double-spaced page)

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