Attractiveness Modeling of Retail on Emotional Fatigue of Consumers

Andrii Galkin (), Popova Yuliia (), Bodnaruk Oksana (), Zaika Yuliia (), Chuprina Elena (), Denys Shapovalenko () and Oleg Kolonataievskyi ()
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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

South East European Journal of Economics and Business, 2019, vol. 14, issue 2, 106-116

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.

Keywords: consumer; emotion; purchase; Galvanic skin reaction (GSR); retailer (search for similar items in EconPapers)
JEL-codes: C93 D19 L69 M31 M39 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:vrs:seejeb:v:14:y:2019:i:2:p:106-116:n:9

DOI: 10.2478/jeb-2019-0017

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