Measuring store emotional experience through facial electromyography and skin conductance

• Autor(a) principal: Ângelo, Luís Miguel Oliveira do
• Data de Publicação: 2011
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/4221
• topic: Retail; Neuromarketing; In-Store; Environment; Emotions; Retalho; Ambiente de loja; Emoções

Over the years, the retail industry has experienced many mutations. Those mutations also include changes in the consumption patterns. Therefore, characteristics such as fast adaptation and the ability to make right strategic decisions will most likely lead the company to achieve its intention: generate profit. In order to achieve such situation, knowing your client is the right tool to get the intended goal, so techniques and studies to understand customer behavior have been proliferating. In addition, there is increasing interest in customer experience and the impact that such situations have on customer buying behavior. This last situation is essentially due to the increasing competition to capture customers in the retail market, since nowadays the competition is not only about prices. Many customers assess one purchase long before they enter a shop and the experience begins here, as a differentiating element. Therefore, this project applied in a hypermarket of the Auchan Group aims to be a constructive element on how to develop a Neuromarketing study, where the main goal is to analyze the emotional impact that basic experiential simulation, associated to variables identified on the in-store environment, has on potential customers. Finally, despite the results have not been as conclusive as expected, the experiential environments generated a slight activation that points towards a positive emotional responses.