The driving force for this research is to describe the motivation, emotional and otherwise, which lead consumers to purchase products. Wanting to find the causes that lead to taking concrete decisions on the part of consumers, we dealt with the concept of Emotional Intelligence and the effect it has on the purchasing choice of people consuming. For this reason, a questionnaire was given to a group of 207 consumers. For the analysis of the responses of the questionnaires and in order to export conclusions were used the statistical package ”SPSS 20.00 ”. According to the results of this research, there is a statistically significant difference in how women respond to advertisements in relation to men. We also observe that the need for a product is the primarily motivation that encourages consumers to buy a particular product. We also observe that people with higher educational levels are influenced by various stimuli such as advertisements, the origin of a product, product placement on shelves, etc… Another important criterion for buying a product is the price of the product, if it is on offer etc… It is also observed that the choice of a famous person in commercials, as well as, the corporate social responsibility of a company, is not an incentive to purchase a product.