Measuring store emotional experience through facial electromyography and skin conductance
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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Measuring store emotional experience through facial electromyography and skin conductanceRetailNeuromarketingIn-StoreEnvironmentEmotionsRetalhoAmbiente de lojaEmoçõesOver 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.Ao longo dos anos, a indústria do retalho tem experienciado muitas mutações. Essas mutações também incluem mudanças nos padrões de consumo. Desse modo, características como a rápida adaptação e a habilidade de tomar boas decisões estratégicas, irão muito certamente levar a empresa a alcançar o seu intuito: gerar lucros. Para se atingir essa situação, conhecer o cliente é a ferramenta correcta para alcançar o objectivo pretendido, desse modo têm vindo a proliferar as técnicas e estudos para compreender o comportamento do consumidor. Além disso, tem vindo a aumentar o interesse na experiência do consumidor e no impacto que essas situações têm no comportamento de compra do consumidor. Esta última situação dá-se essencialmente graças ao aumento da competição para capturar clientes por parte do mercado retalhista, visto que hoje em dia a competição não é só acerca dos preços. Muitos consumidores avaliam uma compra muito antes de entrar numa loja e a experiência começa aqui, como um elemento diferenciador. Portanto, este projecto aplicado num hipermercado do Grupo Auchan tem como propósito ser um elemento construtivo em como desenvolver um estudo de Neuromarketing, onde o objectivo principal é analisar o impacto emocional que uma simples simulação experiencial, associada com as variáveis identificadas no ambiente de loja, têm nos possíveis clientes. Finalmente, apesar de os resultados não terem sido tão conclusivos como se esperava, os ambientes experienciais geraram uma ligeira activação que aponta para uma resposta emocional positiva.2012-11-23T16:40:34Z2011-01-01T00:00:00Z20112011-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/4221engÂngelo, Luís Miguel Oliveira doinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:33:42Zoai:repositorio.iscte-iul.pt:10071/4221Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:15:12.749699Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Measuring store emotional experience through facial electromyography and skin conductance |
title |
Measuring store emotional experience through facial electromyography and skin conductance |
spellingShingle |
Measuring store emotional experience through facial electromyography and skin conductance Ângelo, Luís Miguel Oliveira do Retail Neuromarketing In-Store Environment Emotions Retalho Ambiente de loja Emoções |
title_short |
Measuring store emotional experience through facial electromyography and skin conductance |
title_full |
Measuring store emotional experience through facial electromyography and skin conductance |
title_fullStr |
Measuring store emotional experience through facial electromyography and skin conductance |
title_full_unstemmed |
Measuring store emotional experience through facial electromyography and skin conductance |
title_sort |
Measuring store emotional experience through facial electromyography and skin conductance |
author |
Ângelo, Luís Miguel Oliveira do |
author_facet |
Ângelo, Luís Miguel Oliveira do |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ângelo, Luís Miguel Oliveira do |
dc.subject.por.fl_str_mv |
Retail Neuromarketing In-Store Environment Emotions Retalho Ambiente de loja Emoções |
topic |
Retail Neuromarketing In-Store Environment Emotions Retalho Ambiente de loja Emoções |
description |
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. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-01-01T00:00:00Z 2011 2011-09 2012-11-23T16:40:34Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/4221 |
url |
http://hdl.handle.net/10071/4221 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799134709806006272 |