<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Demand for high-quality shopping service has seen continuous growth in the recent years, allowing retail chains to achieve sustainable competitive advantage, increase number of loyal customers. This in-turn results in demand boosting and image of the firm. To analyze and achieve this emotional reactions of customers while shopping becomes important. The paper attempts to evaluate the effect of emotional fatigue on purchase process and uses neuromarketing tool – Galvanic skin reaction analysis to do so. Changes in the buyer emotional reaction of consumers was observed through more than 150 experiments at 15 different retailers. The results showed that retailer selection depended on emotional fatigue of the customer. Different types of retailers create different emotional fatigue which affects the footfall.</p></abstract>

Demand for high-quality shopping service has seen continuous growth in the recent years, allowing retail chains to achieve sustainable competitive advantage, increase number of loyal customers. This in-turn results in demand boosting and image of the firm. To analyze and achieve this emotional reactions of customers while shopping becomes important. The paper attempts to evaluate the effect of emotional fatigue on purchase process and uses neuromarketing tool – Galvanic skin reaction analysis to do so. Changes in the buyer emotional reaction of consumers was observed through more than 150 experiments at 15 different retailers. The results showed that retailer selection depended on emotional fatigue of the customer. Different types of retailers create different emotional fatigue which affects the footfall.

Attractiveness Modeling of Retail on Emotional Fatigue of Consumers

Department of Transport Systems and Logistics

O. M. Beketov National University of Urban Economy in Kharkiv

Department of Business Logistics and Transportation Technologies

State University of Infrastructure and Technology

Department of Marketing and Business Administration

State Higher Education Pryazovskyi State Technical University

Pryazovskyi State Technical University (PSTU)

Donetsk State University of Management Mariupol

South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Attractiveness Modeling of Retail on Emotional Fatigue of Consumers"}

Demand for high-quality shopping service has seen continuous growth in the recent years, allowing retail chains to achieve sustainable competitive advantage,...

Attractiveness Modeling of Retail on Emotional Fatigue of Consumers

Published Online: Dec 30, 2019

Page range: 106 - 116

DOI: https://doi.org/10.2478/jeb-2019-0017

Keywords
consumer, emotion, purchase, Galvanic skin reaction (GSR), retailer

© 2019 South East European Journal of Economics and Business, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Attractiveness Modeling of Retail on Emotional Fatigue of Consumers

Published Online: Dec 30, 2019

Page range: 106 - 116

DOI: https://doi.org/10.2478/jeb-2019-0017

Keywordsconsumer, emotion, purchase, Galvanic skin reaction (GSR), retailer

© 2019 South East European Journal of Economics and Business, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
consumer, emotion, purchase, Galvanic skin reaction (GSR), retailer