期刊名称：South East European Journal of Economics and Business
印刷版ISSN：1840-118X
出版年度：2019
卷号：14
期号：2
页码：106-116
DOI：10.2478/jeb-2019-0017
出版社：Walter de Gruyter GmbH
摘要：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.
