<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The research aims to assess the emotional state of the consumer during the purchase process in the urban retail chains. Galvanic skin response (GSR) and heart beat per minute (BPM) are used to assess the effect of environment on emotional fatigue of the consumer during shopping. Stress index was used for evaluating the results of different shops visited by a consumer. The conceptual framework of emotional fatigue research has been presented. The method was also used to estimate the level of emotional fatigue of a consumer during his or her visit to any shop on each purchase stage. The results can improve the quality of trade services by creating more favorable environment for shopping, planning sales areas, shops, sales analysis, advertising campaigns, and analysis of customers’ behavior. Developing a method to process and assess a consumer’s emotional state in purchase elements extend the neuromarketing theory by including the real environment component in it.</p></abstract>

The research aims to assess the emotional state of the consumer during the purchase process in the urban retail chains. Galvanic skin response (GSR) and heart beat per minute (BPM) are used to assess the effect of environment on emotional fatigue of the consumer during shopping. Stress index was used for evaluating the results of different shops visited by a consumer. The conceptual framework of emotional fatigue research has been presented. The method was also used to estimate the level of emotional fatigue of a consumer during his or her visit to any shop on each purchase stage. The results can improve the quality of trade services by creating more favorable environment for shopping, planning sales areas, shops, sales analysis, advertising campaigns, and analysis of customers’ behavior. Developing a method to process and assess a consumer’s emotional state in purchase elements extend the neuromarketing theory by including the real environment component in it.

Emotional State of Consumer in the Urban Purchase: Processing Data

Foundations of Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Emotional State of Consumer in the Urban Purchase: Processing Data"}

The research aims to assess the emotional state of the consumer during the purchase process in the urban retail chains. Galvanic skin response (GSR) and heart...

Emotional State of Consumer in the Urban Purchase: Processing Data

Published Online: Jul 11, 2018

Page range: 99 - 112

DOI: https://doi.org/10.2478/fman-2018-0009

Keywords
consumer, emotion, state, purchase, GSR, BPM

© 2018 Andrii Halkin, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Emotional State of Consumer in the Urban Purchase: Processing Data

Published Online: Jul 11, 2018

Page range: 99 - 112

DOI: https://doi.org/10.2478/fman-2018-0009

Keywordsconsumer, emotion, state, purchase, GSR, BPM

© 2018 Andrii Halkin, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
consumer, emotion, state, purchase, GSR, BPM