RESUMO
Background: Consumer behavior research and neurology are combined in the emerging discipline of neuromarketing. Neuromarketing is considered to be one of emerging field to study how consumer's brain reacts to advertisement and other brand's message by observing brainwave, eye, and skin response. The current study examined the emerging field of constructs of neuromarketing like social, attention, technology, and emotions to examine Indian consumer's buying behavior. Purpose: To study the validity and reliability of constructs of neuromarketing that examines consumer's buying behavior among Indian consumers. Methods: A sample of 191 people of different age groups was considered in the study. A random sampling technique was used for data collection. The self-designed questionnaire used for the measurement of neuromarketing constructs and consumers' buying behavior. The current study applied SPSS and AMOS software to validate the measurement model of neuromarketing. Results: The Kaiser-Meyer-Olkin (KMO) and Bartlett's Test's value is 0.784 and this value confirmed that the sample is adequate for factor analysis. Apart from that, the five constructs of neuromarketing - Attention (A), Social (SC), Technological (T), Emotion (E), and Consumer Buying Behavior (BB) had shown the value of Cronbach's alpha to be more than 0.7. Confirmatory Factor Analysis (CFA) had shown value of average variance explained of each constructs 0.5 and composite reliability more than 0.7 which indicates excellent construct validity of constructs for model formation of neuromarketing. The study also validates measurement research model of neuromarketing on the basis of model fit index (chi-square/df = 3.397, RMSEA = 0.10, GFI = 0.92, and CFI = 0.87). Conclusion: The present study had shown good validity and reliability of constructs of neuromarketing and also proved that marketers can apply these constructs to examine behavior pattern of consumers.
RESUMO
Background: Organizations today require employees who are well at managing emotional intelligence and using their emotions in a constructive process. The present study considered the Satisfaction with Life Scale (SWLS) and Wong and Law Emotional Intelligence Scale (WLEIS) for the study. WLEIS has four factors: self-emotional appraisal (SEA), other's emotional appraisal (OEA), regulation of emotion (ROE), and use of emotions (UOE). These scales help to manage emotions that result in satisfaction with life. Purpose: The purpose of the study is to validate WLEIS and SWLS because this scale has been validated across many countries but very few studies have been conducted in the Indian context. Apart from that, the current study also incorporated SWLS to validate constructs and measurement models. Methods: A sample of 238 participants working in the hospitality industry have been considered for the study. Exploratory factor analysis and confirmatory factor analysis were used to validate all the constructs and measurement models. Results: The three factors of WLEIS and SWLS showed Cronbach's α more than 0.8 that showed excellent internal consistency except for SEA. The results of exploratory factor analysis found that eigenvalue ranged from 2.8 to 5.9, and the total variance explained by constructs was 65.9%. Confirmatory factor analysis showed average variance explained of each construct to be 0.5, and composite reliability to be more than 0.7, which shows excellent construct validity of scales in the Indian hospitality sector. The study also validates measurement research model of WLEIS and SWLS on the basis of model fit index (chi-square/df = 4.83, RMSEA = 0.10, GFI = 0.94, and CFI = 0.90). Conclusion: The strong validity and reliability of the WLEIS and SWLS have proved that neuroscience can apply these scales to measure emotional intelligence in order to understand others' emotions and apply emotions in a constructive process that may lead to satisfaction with life.
