เอาใจ

No! You can 'Ao Jai' parents, children, bosses, customers, or even your pets.

'Ao Jai' is the act of pleasing. If you do it too much and the person becomes badly behaved, that is 'Spoil' (เสียคน).

Yes, 'Ao Jai Tua Eng' (เอาใจตัวเอง) means to treat yourself or do something for your own happiness.

It's neutral. You can use it with anyone, but in very formal writing, you might use 'ปรนนิบัติ' or 'สร้างความพึงพอใจ'.

Not at all. Most of the time it's a positive, sweet thing. Context and tone of voice tell you if it's 'sucking up'.

You say 'ฉันเอาใจคนไม่เก่ง' (Chan ao jai kon mai keng).

Usually, it's a verb. To make it a noun, add 'Karn' (การ) -> 'Karn Ao Jai' (The act of pleasing).

There isn't one direct word, but 'Kuan Teen' (to annoy/provoke) is a slang opposite.

Yes, 'Ao Jai Look-ka' (pleasing customers) is a core concept in Thai business.

Because Thai culture prioritizes emotional intelligence and the 'state of heart' in all social interactions.

Absolutely! 'Ao Jai Maew' is a very common phrase for cat owners.

No, both men and women use it equally.

You can say 'เอาใจเวอร์' (Ao Jai Ver) to mean someone is pleasing someone 'to the max'.

It's a soft 'j', almost like a 'ch' but voiced. Like the 'j' in 'jar' but with the tongue flatter.