Investigation Influence of Store Type on Emotional State of Consumer in the Urban Purchase

Andrii Halkin 1 , Kseniia Bliumska-Danko 2 , Olena Smihunova 3 , Elena Dudnyk 4 , and Iryna Balandina 5
  • 1 O. M. Beketov National University of Urban Economy, , Kharkiv, Ukraine
  • 2 Sumy National Agrarian University, , Sumy, Ukraine
  • 3 Kharkiv National Technical University of Agriculture named after Petr Vasilenko, , Kharkiv, Ukraine
  • 4 Kharkiv National Technical University of Agriculture named after Petr Vasilenko, , Kharkiv, Ukraine
  • 5 O. M. Beketov National University of Urban Economy, , Kharkiv, Ukraine

Abstract

The shopping service of the store plays an important role in shaping the opinions of customers in a store. Endless progress has been made on quality management of consumer services confirmed through numerous methods and standards that are based on consumers. A typical consumer receives a large amount of information in the shopping process. In the process of perception of this information, consumer must not only find necessary data, but also process, analyze, and evaluate this date, and weigh the pros and cons, relate it to his own needs, and at the end, make a decision: to buy or not to buy a certain product. All these reflect on consumer’s fatigue, stress, and other negative fallings obtained during any shopping. In this case, the buyer can make the wrong choice and the quality of his decisions would deteriorate. Therefore, investigation influence of store type on the emotional state of consumers in the urban purchase provides significant reserve for marketing development in this sphere. Research provides explanation of emotional fatigue on the type of stores. The regression models describing the shift in emotional state of the buyer in purchase process of different type of shops were obtained. Research was conducted in the residential area of Kharkiv, Ukraine. The presented model shows the average value of the indicator of the emotional system of buyers after shopping, which can be used to determine the likelihood of shopping on the basis of emotional fatigue.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • [1] Adolphs, R., 2002. Neural Systems for Recognizing Emotion. Current Opinion in Neurobiology, 12(2), pp.169-177.

  • [2] Afanasieva, I., Galkin, A., 2018. Assessing the Information Flows and Established their Effects on the Results of Driver’s Activity. Archives of Transport, 45(1), pp.7-23.

  • [3] Agarwal, S., Dutta, T., 2015. Neuromarketing and Consumer Neuroscience: Current Under-standing and the Way Forward. Decision 42 (4), pp.457-462. DOI:10.1007/s40622-015-0113-1.

  • [4] Ambler, T., Braeutigam, S., Stins, J., Rose, S., Swithenby, S., 2004. Salience and Choice: Neural Correlates of Shopping Decisions. Psychology & Marketing, 21(4), p.247-261.

  • [5] Andreassi, J., 2007. Psychophysiology: Human Behavior And Physiological Response. In Psychophysiology: Human Behaviour & Physiology Response, Lawrence Erlbaum.

  • [6] Areni, C. S., Kim, D., 1993. The Influence of Background Music on Shopping Behavior: Classical Versus Top-Forty Music in a Wine Store. ACR North American Advances.

  • [7] Babin, B. J., Hardesty, D. M., Suter, T.A., 2003. Color and Shopping Intentions: The Intervening Effect of Price Fairness and Perceived Affect. Journal of Business Research, 56(7), pp.541-551.

  • [8] Baevsky R.M., 1984. Mathematical Analysis of Changes in Heart Rate During Stress. Moscow: Nauka.

  • [9] Baevsky, R.M., Ivanov, G.G., Chirejkin L.V., etc., 2001. Analysis of Heart Rate Variability with use Various Electrocar Diographical Systems (Methodical Recommendations). The Bulletin of Arrhythmology, 24, pp.65-85.

  • [10] Bakker, J., Pechenizkiy, M., Sidorova, N., 2011. What's Your Current Stress Level? Detection of Stress Patterns from GSR Sensor Data. In 2011 IEEE 11th International Conference on Data Mining Workshops, pp.573-580, IEEE.

  • [11] Bellizzi, J. A., Hite, R. E., 1992. Environmental Color, Consumer Feelings, and Purchase Likeli-hood. Psychology & Marketing, 9(5), pp.347-363.

  • [12] Bhatt, G., 2017. Effect of Store Atmospherics in Creating Brand Loyalty an Empirical Investigation in Single Brand Retail Context.

  • [13] Blackwell, R.D., Miniard P.W., Engel, J.F., 2006. Consumer Behavior (10th ed.). Thomson Learning.

  • [14] Boucsein, Wolfram, 2012. Electrodermal Activity. Springer Science & Business Media.

  • [15] Chang, H.J., Eckman, M., Yan, R.N., 2011. Application of the Stimulus-Organism-Response Model to the Retail Environment: the Role of Hedonic Motivation in Impulse Buying Behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), pp.233-249, DOI: 10.1080/09593969.2011.578798.

  • [16] Charlton S.G., 2002. Handbook of Human Factors Testing and Evaluation, 2nd. Ed – Mahwah: LEA.

  • [17] Chebat, J.C., Dube, L., Marquis, M., 1997. Individual Differences in Orcadian Variations of Consumers' Emotional State. Perceptual and Motor Skills, 84(3), pp.1075-1086.

  • [18] Chebykin, O.Y., Bedny, G., Karwowski, W. (Eds.)., 2008. Ergonomics and Psychology: Developments in Theory and Practice (Vol. 1). CRC Press.

  • [19] Crosby, L.A., Evans, K.R., Cowles, D., 1990. Relationship Quality in Services Selling: an Interpersonal Influence Perspective. The Journal of Marketing, pp.68-81.

  • [20] Cummings, W.H., Venkatesan, M., 1976. Cognitive dissonance and consumer behavior: A Review of the Evidence. Journal of Marketing Research, pp.303-308.

  • [21] De Mooij, M., Hofstede, G., 2011. Cross-Cultural Consumer Behavior: A Review of Research Findings. Journal of International Consumer Marketing, 23(3–4), pp.181-192.

  • [22] Dennis, C., Newman, A., Michon, R., Brakus, J.J., Wright, L.T., 2010. The Mediating Effects of Perception and Emotion: Digital Signage in Mall Atmospherics. Journal of Retailing and Consumer services, 17(3), pp.205-215.

  • [23] Etzion, H., Pang, M.S., 2014. Complementary Online Services in Competitive Markets: Maintaining Profitability in the Presence of Network Effects. MIS Quarterly, 38(1), pp. 231-247, DOI: 10.25300/MISQ/2014/38.1.11.

  • [24] Feuerstein, R., Klein, P.S., Tannenbaum, A.J. (eds.), 1991. Mediated Learning Experience (MLE): Theoretical, Psychosocial and Learning Implications. Freund Publishing House Ltd.

  • [25] Frenkel, A., 1966. Multivariate Correlation Model of Labor Productivity. Moscow: Economics.

  • [26] Galkin, A., Prasolenko, O., Obolentseva, L., Atynian, A., Balandina, I., Chebanyuk, K., 2018. The Neuromarketing ICT Technique for Assessing Buyer Emotional Fatigue. CEUR Work-shop Proceedings, 2105, pp. 243-253, Access at: http://ceur-ws.org/Vol-2105/10000243.pdf .

  • [27] Ghobadian, A., Speller, S., Jones, M., 1994. Service Quality: Concepts and Models. International Journal of Quality & Reliability Management, 11(9), pp.43-66.

  • [28] Glanert, M., 2012. Behavioral Targeting Pros and Cons - Behavioral Targeting Blog. Behavioral Targeting. Retrieved 31 March 2016, Access at: http://behavioraltargeting.biz/behavioral-targeting-pros-and-cons/.

  • [29] Grewal, D., Levy, M., Kumar, V., 2009. Customer Experience Management in Retailing: An Organizing Framework. Journal of Retailing, 85(1), pp.1-14.

  • [30] Halkin, A., 2016. Improving of Quality of Trade Service Through Examination of Consumer's Emotional State. Industrial and Systems Engineering, 1(2), pp.54-60.

  • [31] Halkin, A., 2018. Emotional State of Consumer in the Urban Purchase: Processing Data. Foundations of Management, 10(1), pp.99-112.

  • [32] Hamstra, M., 2012. Study Shows Shopper Behavior. Supermarket News. January 30. Available at: http://supermarketnews.com/consumer-trends/study-shows-shopper-behavior [Accessed: 17 Feb 2015].

  • [33] Jain, R., Bagdare, S., 2011. Music and Consumption Experience: a Review. International Journal of Retail & Distribution Management, 39(4), pp.289-302.

  • [34] Jerritta, S., Murugappan, M., Nagarajan, R., Wan, K., 2011, March. Physiological Signals Based Human Emotion Recognition: a Review. In Signal Processing and its Applications (CSPA), 2011 IEEE 7th International Colloqui-um, pp.410-415. IEEE.

  • [35] Jun, M., Yang, Z., Kim, D., 2004. Customers' Perceptions of Online Retailing Service Quality and their Satisfaction. International Journal of Quality & Reliability Management, 21(8), pp.817-840.

  • [36] Kim, J., Bouchard, C., Bianchi-Berthouze, N., Aoussat, A., 2011. Measuring Semantic and Emotional Responses to Bio-Inspired Design. In Design Creativity 2010, pp.131-138. Springer, London.

  • [37] Kotler, P., 1973. Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), pp.48-64.

  • [38] Kotler, P., Armstrong, G., 2010. Principles of Marketing. Pearson Education.

  • [39] Kotler, Ph., Keller, L.K., 2012. Marketing Management 14th eds, Pearson Education Limited.

  • [40] Krey, N., Espinosa, J.A., Cao, J.T., 2017, June. A Meta-Analytical Review of PAD Within Retail Environments: An Abstract. In Academy of Marketing Science World Marketing Congress, pp.175-175. Springer, Cham.

  • [41] Kumar, I., Garg, R., Rahman, Z., 2010. Influence of Retail Atmospherics on Customer Value in an Emerging Market Condition. Great Lakes Herald, 4(1), pp.1-13.

  • [42] Levy, M., Weitz, B.A., Grewal, D., 2012. Retailing Management (Vol. 6). New York: McGraw-Hill/Irwin.

  • [43] Lissovolik, M.B., 2003. Determinants of Inflation in a Transition Economy: The Case of Ukraine (No. 3-126). International Monetary Fund.

  • [44] Lovelock, C., Patterson, P., 2015. Services Marketing. Pearson Australia.

  • [45] Lykken, D.T., Venables, P.H., 1971. Direct Measurement of Skin Conductance: A Proposal for Standardization. Psychophysiology, No. 8, pp.656-672.

  • [46] McGoldrick, P.J., Pieros, C.P., 1998. Atmospherics, Pleasure and Arousal: The Influence of Response Moderators. Journal of Marketing Management, 14(1–3), pp. 173-197.

  • [47] Minton, E.A, Khale, L.R., 2014. Belief Systems, Religion, and Behavioral Economics. New York: Business Expert Press LLC.

  • [48] Morrison, M., Gan, S., Dubelaar, C., Oppewal, H., 2011. In-store Music and Aroma Influences on Shopper Behavior and Satisfaction. Journal of Business Research, 64(6), pp.558-564.

  • [49] Mower, J. M., Kim, M., Childs, M. L., 2012. Exterior Atmospherics and Consumer Behavior: Influence of Landscaping and Window Display. Journal of Fashion Marketing and Management: An International Journal, 16(4), pp.442-453.

  • [50] Piaget, J., 2017. The child's Conception of Physical Causality. Routledge.

  • [51] Plassmann, H, Ambler, T, Braeutigam S, Kenning, P., 2007. What can Advertisers Learn from Neuroscience? International Journal of Advertising, 26(2), pp.151-175.

  • [52] Prasolenko, O., Galkin, A., Burko, D., 2017. Galvanic Skin Response as a Estimation Method of the Driver's Emotional State. American Journal of Science, Engineering and Technology Vol. 2 (1), pp.50-56.

  • [53] Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., Stewart, D., 2009. Customer Experience Management in Retailing: Understanding the Buying Process. Journal of retailing, 85(1), pp.15-30.

  • [54] Richins, L. M., 1997. Measuring Emotions in the Consumption Experience. Journal of Consumer Research, Vol. 24, No. 2, pp.127-146.

  • [55] Rigas, G., Katsis C. D., Bougia P., Fotiadis, D. I., 2008. A Reasoning-Based Framework for Car Driver’s Stress Prediction, 16th Mediterranean Conference on Control and Automation, pp.627-632, 25–27 June 2008.

  • [56] Woodworth, R.S., Schlosberg, H., 1954. Experimental Psychology. Oxford and IBH Publishing.

OPEN ACCESS

Journal + Issues

Search