Attractiveness Modeling of Retail on Emotional Fatigue of Consumers-Reference-Cited by-同舟云学术

Attractiveness Modeling of Retail on Emotional Fatigue of Consumers

Published:2019-12-01 Issue:2 Volume:14 Page:106-116
ISSN:2233-1999
Container-title:South East European Journal of Economics and Business
language:en
Short-container-title:

Author:

Andrii Galkin¹,Popova Yuliia²,Bodnaruk Oksana³,Zaika Yuliia⁴,Chuprina Elena⁵,Denys Shapovalenko⁶,Oleg Kolonataievskyi⁶

Affiliation:

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

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

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

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

5. DSc, Professor, Department of Marketing , Donetsk State University of Management Mariupol , Ukraine

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

Abstract

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.

Publisher

Walter de Gruyter GmbH

Subject

General Economics, Econometrics and Finance,General Business, Management and Accounting

Link

https://www.sciendo.com/pdf/10.2478/jeb-2019-0017

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