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Author(s): Ângelo, L.
Rita, P.
Esteves, F.
Date: 2013
Title: Measuring store emotional experience through facial electromyography and skin conductance
Volume: 4
Number: 3
Pages: 22-30
ISSN: 0976-3104
Keywords: Retail
In-Store Environment
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.
Peerreviewed: Sim
Access type: Embargoed Access
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica
DMOG-RI - Artigos em revistas internacionais com arbitragem científica

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