| Abstract [eng] |
Emotional intelligence and materialism are very popular research objects in scientific literature. There are number of insights concerning the impact of higher emotional intelligence and materialism for consumers, however the relationship between these two concepts are not researched enough. Consumer‘s materialism is associated with various negative consequences for more materialistic people such as: diminished well-being (Hudders and Pandelaere, 2012, Kashdan and Breen, 2007), higher compulsive (Dittmar, 2005a; Ruvio et al., 2014) and impulsive (Podoshen and Andrzejewski, 2012) buying tendencies, higher orientation towards money (Durvasula and Lysonski, 2010). Materialists are more probable to choose consuming as a measure for coping with problems and negative emotions (Burroughs et al., 2013; Durvasula and Lysonski, 2010) however, this method is not very effective. On the other hand, higher emotional intelligence abilities can be beneficial for consumer in using emotional information to make more adaptive purchase decisions. Emotional intelligence is associated with increased subjective well-being (Extremera and Rey, 2016; Extremera, Ruiz-Aranda, Pineda-Galán and Salguero, 2011), lesser expressed impulsive buying tendencies (Chien-Huang and Chuang, 2005; Park and Dhandra, 2017; Peter and Krishnakumar, 2010). Emotional intelligence is advantageus for consumer as an ability to evaluate and control emotional impulses in consuming situations. Positive outcomes of emotional intelligence allows to presume that higher abilities of emotional intelligence would reduce the dependence of buying behaviour in order to improve negative emotional state. This impact the need to examine the relationship between emotional intelligence and materialism. Findings of the research indicate that there is significant but small correlation between emotional intelligence and materialism. Increase in the emotional intelligence condition reduction of materialism. The most important dimension of emotional intelligence in the means of influencing decrease of materialism is appraisal of emotion in the self. Another significant finding that was conducted in this research is the ability of emotional intelligence to reduce level of consumers’ centrality. Results discovered during the research showed that emotional intelligence has an important role in reducing levels of materialism. |
