IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v50y2019icp305-313.html
   My bibliography  Save this article

The promise and perils of the peripheral psychophysiology of emotion in retailing and consumer services

Author

Listed:
  • Lajante, Mathieu
  • Ladhari, Riadh

Abstract

In this paper, we call for a peripheral psychophysiology approach in order to fully unlock the potential of affective neuroscience in retailing and consumer services. We assume that using peripheral psychophysiological measures of embodied cognition and emotion such as facial EMG and skin conductance responses would greatly contribute to a novel understanding of consumers’ judgements, decision-making, and behaviors. To do so, it is necessary to overcome the difficulties formerly encountered in applying psychophysiological methods in marketing in order to contribute to an emerging stream of applied peripheral psychophysiology research. Accordingly, we answer three fundamental questions (What? How? When?). Afterward, we discuss three critical points (perils) researchers should carefully consider when applying peripheral psychophysiology measures in retailing and consumer services research.

Suggested Citation

  • Lajante, Mathieu & Ladhari, Riadh, 2019. "The promise and perils of the peripheral psychophysiology of emotion in retailing and consumer services," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 305-313.
    • Handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:305-313
    DOI: 10.1016/j.jretconser.2018.07.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698918305514
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2018.07.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Mathieu Lajante & Olivier Droulers & Thibaut Dondaine & David Amarantini, 2012. "Opening the « black box » of electrodermal activity in consumer neuroscience research," Post-Print halshs-01109418, HAL.
    2. Kroeber-Riel, Werner, 1979. "Activation Research: Psychobiological Approaches in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(4), pages 240-250, March.
    3. Das, Gopal & Varshneya, Geetika, 2017. "Consumer emotions: Determinants and outcomes in a shopping mall," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 177-185.
    4. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.
    5. Dennis, Charles & Newman, Andrew & Michon, Richard & Josko Brakus, J. & Tiu Wright, Len, 2010. "The mediating effects of perception and emotion: Digital signage in mall atmospherics," Journal of Retailing and Consumer Services, Elsevier, vol. 17(3), pages 205-215.
    6. John Deighton, 2007. "From the Editor ," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 279-282, October.
    7. Gaur, Sanjaya S. & Herjanto, Halimin & Makkar, Marian, 2014. "Review of emotions research in marketing, 2002–2013," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 917-923.
    8. Ale Smidts & Ming Hsu & Alan Sanfey & Maarten Boksem & Richard Ebstein & Scott Huettel & Joe Kable & Uma Karmarkar & Shinobu Kitayama & Brian Knutson & Israel Liberzon & Terry Lohrenz & Mirre Stallen , 2014. "Advancing consumer neuroscience," Marketing Letters, Springer, vol. 25(3), pages 257-267, September.
    9. Mathieu Lajante & Olivier Droulers & David Amarantini, 2017. "How Reliable Are “State-of-the-Art” Facial EMG Processing Methods?," Post-Print halshs-01935695, HAL.
    10. Chebat, Jean-Charles & Michon, Richard, 2003. "Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories," Journal of Business Research, Elsevier, vol. 56(7), pages 529-539, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Massimiliano Affinito & Ludovica Galotto & Francesco Privitera, 2024. "The case for mindful customer protection: a review and some thoughts on neuroeconomics and neurofinance," Questioni di Economia e Finanza (Occasional Papers) 888, Bank of Italy, Economic Research and International Relations Area.
    2. Verhulst, Nanouk & Vermeir, Iris & Slabbinck, Hendrik & Larivière, Bart & Mauri, Maurizio & Russo, Vincenzo, 2020. "A neurophysiological exploration of the dynamic nature of emotions during the customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Aslam, Usman, 2023. "Understanding the usability of retail fashion brand chatbots: Evidence from customer expectations and experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    4. Marimuthu, Malliga, 2019. "Young mothers’ acceptance of herbal food supplements: Centred on preventive health behaviour for children," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 311-319.
    5. Amatulli, Cesare & Peluso, Alessandro M. & Sestino, Andrea & Guido, Gianluigi & Belk, Russell, 2023. "The influence of a lockdown on consumption: An exploratory study on generation Z's consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Mathieu Lajante & David Remisch & Nikita Dorofeev, 2023. "Can robots recover a service using interactional justice as employees do? A literature review-based assessment," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 315-357, March.
    7. Schnack, Alexander & Wright, Malcolm J. & Holdershaw, Judith L., 2021. "Does the locomotion technique matter in an immersive virtual store environment? – Comparing motion-tracked walking and instant teleportation," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Herrando, Carolina & Jiménez-Martínez, Julio & Martín-De Hoyos, María José & Constantinides, Efthymios, 2022. "Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    9. Zhiwei Xu & Siqi Liu, 2024. "Decoding consumer purchase decisions: exploring the predictive power of EEG features in online shopping environments using machine learning," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    10. Archita Pal Choudhury & Amit Kundu & Dev Narayan Sarkar & Arabinda Bhattacharya, 2023. "Practitioners’ perspectives on the marketing strategies in Indian banking sector: a framework for strategy formulation," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 146-177, March.
    11. Casado-Aranda, Luis-Alberto & Sánchez-Fernández, Juan & Ibáñez-Zapata, José-à ngel & Liébana-Cabanillas, F.J., 2020. "How consumer ethnocentrism modulates neural processing of domestic and foreign products: A neuroimaging study," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    12. Xu, Zhiwei & Zhang, Miao & Zhang, Pengfei & Luo, Jiawen & Tu, Mengting & Lai, Yuanhang, 2023. "The neurophysiological mechanisms underlying brand personality consumer attraction: EEG and GSR evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    13. Caruelle, Delphine & Shams, Poja & Gustafsson, Anders & Lervik-Olsen, Line, 2024. "Emotional arousal in customer experience: A dynamic view," Journal of Business Research, Elsevier, vol. 170(C).
    14. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    15. Tajeddini, Kayhan & Gamage, Thilini Chathurika & Tajdini, Javad & Qalati, Sikandar Ali & Siddiqui, Faiza, 2023. "Achieving sustained competitive advantage in retail and consumer service firms: The role of entrepreneurial orientation and entrepreneurial bricolage," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lazaris, Chris & Vrechopoulos, Adam & Sarantopoulos, Panagiotis & Doukidis, Georgios, 2022. "Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Ladhari, Riadh & Souiden, Nizar & Dufour, Béatrice, 2017. "The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 10-18.
    3. Hänninen, Mikko & Paavola, Lauri, 2021. "Managing transformations in retail agglomerations:Case Itis shopping center," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    5. Sobia Zaman & Asif Khurshid, 2020. "Effect of Escalator Use on Mall Love among Adult Pakistani Visitors," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(1), pages 211-237.
    6. Doucé, Lieve & Adams, Carmen, 2020. "Sensory overload in a shopping environment: Not every sensory modality leads to too much stimulation," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Chen, Chin-Tsu, 2024. "Atmospherics fosters customer loyalty: Exploring the mediating effects of memorable customer experience and customer satisfaction in factory outlet malls in Taiwan," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    8. Errajaa, Karim & Daucé, Bruno & Legohérel, Patrick, 2020. "Consumer reactions to olfactory congruence with brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    9. Lova Rajaobelina & Isabelle Brun & Nour Kilani & Line Ricard, 2022. "Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 232-249, September.
    10. Šliburytė Laimona & Vaitiekė Jurgita, 2019. "Exploring the Effect of Ambient Scent on Consumer Impulsive Buying Behaviour: Theoretical Insights," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 101-118, June.
    11. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.
    12. Olivier Droulers & Karine Gallopel-Morvan & Sophie Lacoste-Badie & Mathieu Lajante, 2017. "The influence of threatening visual warnings on tobacco packaging: Measuring the impact of threat level, image size, and type of pack through psychophysiological and self-report methods," Post-Print halshs-02024739, HAL.
    13. Reydet, Sabine & Carsana, Laurence, 2017. "The effect of digital design in retail banking on customers’ commitment and loyalty: The mediating role of positive affect," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 132-138.
    14. Xue-Liang Pei & Jia-Ning Guo & Tung-Ju Wu & Wen-Xin Zhou & Shang-Pao Yeh, 2020. "Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    15. Chebat, Jean-Charles & Michon, Richard & Haj-Salem, Narjes & Oliveira, Sandra, 2014. "The effects of mall renovation on shopping values, satisfaction and spending behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 610-618.
    16. Esteky, Sina, 2021. "Chirping birds and barking dogs: The interactive effect of ambient sensory cue source and valence on consumers’ choice of natural products," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    17. Lee, Myounggu & Cho, Jihoon & Kim, Youngju & Kim, Hye-Jin, 2023. "Impact of movie-watching on cross-selling revenue in shopping malls: Implications for post-pandemic recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    18. Laroche, Michel & Li, Rong & Richard, Marie-Odile & Zhou, Mi, 2022. "An investigation into online atmospherics: The effect of animated images on emotions, cognition, and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. Caruelle, Delphine & Gustafsson, Anders & Shams, Poja & Lervik-Olsen, Line, 2019. "The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action," Journal of Business Research, Elsevier, vol. 104(C), pages 146-160.
    20. Dennis, Charles & Joško Brakus, J. & Gupta, Suraksha & Alamanos, Eleftherios, 2014. "The effect of digital signage on shoppers' behavior: The role of the evoked experience," Journal of Business Research, Elsevier, vol. 67(11), pages 2250-2257.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:305-313. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.