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Attractiveness Modeling of Retail on Emotional Fatigue of Consumers

Author

Listed:
  • Andrii Galkin

    (PhD, Engineering, Department of Transport Systems and Logistics, O. M. Beketov National University of Urban Economy in Kharkiv)

  • Popova Yuliia

    (PhD, Associate Professor, Department of Business Logistics and Transportation Technologies, State University of Infrastructure and Technology, Kyiv, Ukraine)

  • Bodnaruk Oksana

    (PhD, Associate Professor, Department of Marketing and Business Administration, State Higher Education Pryazovskyi State Technical University, Mariupol, Ukraine)

  • Zaika Yuliia

    (PhD, Associate Professor, Department of Marketing and Business Administration, Pryazovskyi State Technical University (PSTU)Mariupol, Ukraine)

  • Chuprina Elena

    (DSc, Professor, Department of Marketing, Donetsk State University of Management Mariupol, Ukraine)

  • Denys Shapovalenko

    (PhD, Associate Professor, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv, Ukraine)

  • Oleg Kolonataievskyi

    (PhD, Associate Professor, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv, Ukraine)

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.

Suggested Citation

  • Andrii Galkin & Popova Yuliia & Bodnaruk Oksana & Zaika Yuliia & Chuprina Elena & Denys Shapovalenko & Oleg Kolonataievskyi, 2019. "Attractiveness Modeling of Retail on Emotional Fatigue of Consumers," South East European Journal of Economics and Business, Sciendo, vol. 14(2), pages 106-116, December.
    • Handle: RePEc:vrs:seejeb:v:14:y:2019:i:2:p:106-116:n:9
    DOI: 10.2478/jeb-2019-0017
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    References listed on IDEAS

    as
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    Cited by:

    1. Halkin Andrii, 2020. "Assessing the Utility of Retailer Based on Generalized Costs of End-Consumers," Foundations of Management, Sciendo, vol. 12(1), pages 31-42, January.
    2. Wang, Cindy Xin & Yuan, Hong & Beck, Joshua T., 2022. "Too tired for a good deal: How customer fatigue shapes the performance of Pay-What-You-Want pricing," Journal of Business Research, Elsevier, vol. 144(C), pages 987-996.
    3. Galkin Andrii & Zaytsev Vitaliy & Shyshkin Viktor & Obolentseva Larysa & Popova Yuliia, 2021. "Patterns of the Distribution of the Demand of End-Consumers among Retailers in the Zone of their Residence," Foundations of Management, Sciendo, vol. 13(1), pages 145-158, January.

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    More about this item

    Keywords

    consumer; emotion; purchase; Galvanic skin reaction (GSR); retailer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D19 - Microeconomics - - Household Behavior - - - Other
    • L69 - Industrial Organization - - Industry Studies: Manufacturing - - - Other

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