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Title: Measuring store emotional experience through facial electromyography and skin conductance
Authors: Ângelo, L.
Rita, P.
Esteves, F.
Keywords: Retail
In-Store Environment
Issue Date: 2013
Publisher: Institute of Integrative Omics and Applied Biotechnology
Abstract: Over the years, the retail industry has experienced many mutations. Therefore, characteristics such as fast adaptation and the ability to make right strategic decisions will most likely lead the company to achieve its intention: generate profit. In order to achieve such situation, knowing your client is the right tool to get the intended goal, so techniques and studies to understand customer behavior have been proliferating. In addition, there is increasing interest in customer experience and the impact that such situations have on customer buying behavior. Therefore, this project applied in a hypermarket of a retail company works as a constructive element on how to develop a Neuromarketing study, where the main goal is to analyze the emotional impact that basic experiential simulation, associated to variables identified on the in-store environment, has on potential customers. Finally, despite the results have not been as conclusive as expected, the experiential environments generated a slight activation that points towards a positive emotional responses.
Peer reviewed: Sim
ISSN: 0976-3104
Publisher version: The definitive version is available at:
Appears in Collections:BRU-RI - Artigo em revista científica internacional com arbitragem científica
DMOG-RI - Artigos em revistas internacionais com arbitragem científica

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