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Hey, fashionistas! Ever wonder why some people seem to effortlessly make the best product choices while others struggle with decisions? Well, the answer may lie in our emotional intelligence, according to a groundbreaking study by Blair Kidwell, David M. Hardesty, and Terry L. Childers from the University of Kentucky.

Picture this: You stroll into a store, eyeing those tantalizing outfits or the latest makeup trends. Your rational mind may know what’s good for you, but it turns out that your emotional intelligence plays a significant role in making those savvy fashion and health decisions.

Recognizing, Reasoning, and Problem-solving

The researchers explain, “Consumers who understand their emotional ability can make higher quality consumption decisions such as health decisions and product choices.” So, it’s not just about knowing the nutritional facts or being aware of the latest fashion trends; it’s about recognizing, reasoning, and problem-solving based on our emotional patterns.

Let’s break it down. You might be a nutrition expert, knowing exactly which foods are healthy and which ones to avoid. But, here’s the kicker – your emotional state can still lead you to make not-so-great decisions. Ever heard of compulsive eaters? They might be well-versed in nutrition, but their emotions play a sneaky role in their food choices without them even realizing it.

Now, drumroll, please! The researchers have come up with a fun way to measure your consumer emotional intelligence. They developed the Consumer Emotional Intelligence Scale (CEIS), a nifty 18-item questionnaire that will give you insights into your emotional prowess when it comes to shopping.

Curious about your own consumer emotional intelligence?

Let’s dive into the four dimensions the CEIS measures: perceiving, facilitating, understanding, and managing emotions.

Perceiving Emotions:

How well do you recognize your own emotions while shopping? Are you aware of how that pair of shoes makes you feel?

Facilitating Emotions:

Can you use your emotions to enhance your shopping experience? Ever felt a mood boost from buying that perfect dress?

Understanding Emotions:

Do you comprehend the emotional impact of your shopping choices? Maybe that impulsive buy wasn’t just about the discount but also your mood that day.

Managing Emotions:

Can you control your emotions to make wise shopping decisions? It’s all about resisting the urge to splurge when you know it’s not the right time.

Let's Reflect

Now, here’s where it gets exciting. Take a moment to reflect on your recent shopping experiences. Were there instances where your emotions took the lead, steering you towards a purchase you later questioned?

Maybe you fell for the ‘limited-time offer’ trick, or perhaps that emotional high from a successful shopping spree clouded your judgment. Don’t worry; we’ve all been there.

The CEIS isn’t just a test; it’s a tool to enhance your consumer emotional intelligence. It’s time to elevate your shopping game by becoming more aware of the emotional factors influencing your decisions.

Next time you hit the stores or browse online, remember to consider not just the price tag or product features but also your own emotional responses. It’s the key to making smarter, more satisfying choices in fashion and beyond.

So, fashionistas, are you ready to test your Consumer Emotional Intelligence?

Take the CEIS and unlock the secrets to becoming a more emotionally intelligent shopper. After all, style isn’t just about what you wear – it’s about how you feel in what you wear!

Shakaila Forbes-Bell

Author Shakaila Forbes-Bell

Shakaila Forbes-Bell is a Fashion Psychologist and writer who has been featured in Marie Claire UK, i-D, Who What Wear, All Walks Beyond the Catwalk, Fashion Bomb Daily, The Voice Newspaper, Gal-Dem, Black Matters US and more.

More posts by Shakaila Forbes-Bell