Title: A mediation-based analysis of emotional intelligence effect on cognition and consumer decision-making

Authors: Mihir Joshi; Mohsen Salem Brahmi

Addresses: Banasthali Vidyapith University, Rajasthan, India ' Faculty of Economics Management, University of Sfax, Tunisia

Abstract: This paper aims to advance the current emotional intelligence (EI) and cognition research. It establishes the interrelations EI ability model and cognition with consumer decision making. Consumer research has been largely fixated on reasoning ability since cognitive assessment of consumers is based on the information collected through previous experiences. For the purpose of this study, multistage cluster sampling method was employed to assess the online shopping structure among the students with n = 4,000 across India. The researchers studied the direct and indirect effects of EI on consumer decision making with cognition as a mediator through a structural model generated by applying PLSPM using R studio. The results of the study show positive effect of several dimensions of EI with cognition as a mediator. However, one sub-dimension of EI holds an opposite effect on the decision making variable. The outcomes show the significant implications and discus various objectives that give new principles for future studies.

Keywords: consumer decision-making; CDM; cognition; model; PLSPM; e-commerce companies; emotional intelligence.

DOI: 10.1504/IJPSPM.2023.132251

International Journal of Public Sector Performance Management, 2023 Vol.12 No.1/2, pp.223 - 251

Received: 02 Jan 2021
Accepted: 27 Jan 2021
Published online: 14 Jul 2023 *

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