Despite the crucial role of emotion in decisionmaking, research has yet to fully describe how viewers effectively use emotional content. While an increasing body of research explores the emotions at work in consuming settings, a greater understanding of consumers' emotional coping capacities has the potential to impact business success outcomes. The current study examines the effect of emotional intelligence on consumer decision-making and quantifies consumers' emotional capacities using a survey of social network users. Additionally, empathy, personality, and emotional intelligence are evaluated as distracting factors in the current project that mediate and affect consumer decision-making. The current project distinguished itself by its application of data analysis methods to psychometrics. Five psychometric scales measuring empathy quotient and personality factors, emotional and cognitive aspects, were distributed to participants to help them understand how consumers to make personal decisions. After collecting the data, it was analyzed, ensuring that it was in a format appropriate for applying the respective machine learning algorithms used in the R package. The current research found that emotional capacity predicts consumer success independently of cognitive ability, demonstrating the construct's significance in consumer behaviour.

Keywords : Behavioral Data, Empathy, Decision Making, Consumer Ability, Machine Learning