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Emotional Intelligence Model For Marketing

Vidya SirishaSSN School of Management

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Emotional Intelligence

Emotional intelligence is the subset of social intelligence that involves the ability to monitor one's own and others' feelings and emotions to discriminate among them and to use this information to guide one's thinking and actions.

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Existing Models

Ability model Mixed Model Trait Model Bar-On Model

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EI Model For Marketing

Motivate

Empathize

Getting them at their transition

pointKnowing the

(customers’) emotions

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Knowing The (Customers’) Emotions

To know all possible emotions that a customer has.

Develop a basic knowledge on emotions and expected reactions of customers.

Broadly classified as positive and negative emotions.

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Hierarchy of Emotions

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Getting Them At Their Transition Point

Perceive the emotions of the customers from facial expressions.

Understanding emotion – To analyze complex emotions and form emotional knowledge.

Manage emotions Determine the vulnerable point Convince

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Empathize

Sensing customers’ problems and needs by putting themselves in the customers’ shoes.

Cater to the exact needs Build Trust

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Motivate

Motivate by Rewards Customization Make the customer a Loyal

Customer Customer loyalty cards Build Customer Relationship

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Measurement

Pre Test – Post Test Experimental and Control Group

Experimental Group - O1 X O2

Control Group - O3 O4

Effectiveness Measurement – (O4-O3)-(O2-O1)

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EI Model & Buyer Behavior Model

• Know the EmotionsProblem recognition

• Get at their Transition PointInformation search

Evaluation of alternatives

• Empathize• Motivate

Purchase Decision

• MotivatePost Purchase

Behavior

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