Abstract
This research is focused on determining the effect of gender among the relationship of emotional intelligence and impulsive buying behavior, for this purpose gender moderation is used on the main effect relationship, The variables were tested through linear regression for finding the causal and moderated effect among the research variables. The sample was taken on the basis of convenience from the major cities of Pakistan it was probable that all the respondents were consumers. The findings suggest that gender has strong moderation on the main effect relationship, this highlights the importance of gender as a key variable of interest for marketers who are concerned about emotionally intelligent customers, who can and are controlling their emotions regarding purchases after recession period, in which the customers are more and more careful about their spending patterns. The findings have a value for marketing managers that despite recession, the gender dimensions can be utilized for enhancing sales based on impulses and gaining market share, through those impulses which are result of gender-based stimulus. In addition to this, females were found to go for impulsive purchases despite their emotional intelligence in comparison to males.

Mubashar Hassan Zia, Shoaib Shafique, Amer Rajput. (2018) The influence of gender based emotional intelligence on impulsive buying, NUML International Journal of Business & Management, Volume 13, Issue 2.
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