Effects of Farmers’ Facial Expression on Consumers’ Responses in Print Advertising of Local Food: The Moderating Role of Emotional Intelligence

Table 1

Measurements of EI and factor analysis results.

Items	SEA	OEA	ROE
(1) I have a good sense of why I have certain feelings most of the time.	0.824	0.146	0.129
(2) I have good understanding of my own emotions.	0.886	0.163	−0.002
(3) I really understand what I feel.	0.885	0.193	0.056
(4) I always know whether I am happy or not.	0.738	0.110	0.078
(5) I always know my friends’ emotions from their behavior.	0.242	0.870	0.121
(6) I am a good observer of others’ emotions.	0.002	0.842	−0.129
(7) I am sensitive to the feelings and emotions of others.	0.242	0.873	0.069
(8) I have a good understanding of the emotions of people around me.	0.195	0.745	0.236
(9) I am able to control my temper so that I can handle difficulties rationally.	0.201	0.133	0.798
(10) I am quite capable of controlling my own emotions.	0.091	0.041	0.910
(11) I can always calm down quickly when I am very angry.	−0.023	−0.016	0.855
(12) I have good control of my own emotions.	0.019	0.095	0.924
Eigenvalue	2.761	1.832	4.479
Percentage of variance (%)	23.008	15.270	37.325