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Emotional State of Consumer in the Urban Purchase: Processing Data

Author

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  • Halkin Andrii

    (O.M. Beketov National University of Urban Economy in Kharkiv,Kharkiv, UKRAINE)

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.

Suggested Citation

  • Halkin Andrii, 2018. "Emotional State of Consumer in the Urban Purchase: Processing Data," Foundations of Management, Sciendo, vol. 10(1), pages 99-112, July.
    • Handle: RePEc:vrs:founma:v:10:y:2018:i:1:p:99-112:n:9
    DOI: 10.2478/fman-2018-0009
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    References listed on IDEAS

    as
    1. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
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    More about this item

    Keywords

    consumer; emotion; state; purchase; GSR; BPM;
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