1. bookVolume 11 (2019): Issue 1 (January 2019)
Journal Details
First Published
19 Mar 2012
Publication timeframe
1 time per year
access type Open Access

Investigation Influence of Store Type on Emotional State of Consumer in the Urban Purchase

Published Online: 26 Mar 2019
Page range: 7 - 22
Journal Details
First Published
19 Mar 2012
Publication timeframe
1 time per year

The shopping service of the store plays an important role in shaping the opinions of customers in a store. Endless progress has been made on quality management of consumer services confirmed through numerous methods and standards that are based on consumers. A typical consumer receives a large amount of information in the shopping process. In the process of perception of this information, consumer must not only find necessary data, but also process, analyze, and evaluate this date, and weigh the pros and cons, relate it to his own needs, and at the end, make a decision: to buy or not to buy a certain product. All these reflect on consumer’s fatigue, stress, and other negative fallings obtained during any shopping. In this case, the buyer can make the wrong choice and the quality of his decisions would deteriorate. Therefore, investigation influence of store type on the emotional state of consumers in the urban purchase provides significant reserve for marketing development in this sphere. Research provides explanation of emotional fatigue on the type of stores. The regression models describing the shift in emotional state of the buyer in purchase process of different type of shops were obtained. Research was conducted in the residential area of Kharkiv, Ukraine. The presented model shows the average value of the indicator of the emotional system of buyers after shopping, which can be used to determine the likelihood of shopping on the basis of emotional fatigue.


[1] Adolphs, R., 2002. Neural Systems for Recognizing Emotion. Current Opinion in Neurobiology, 12(2), pp.169-177.10.1016/S0959-4388(02)00301-XSearch in Google Scholar

[2] Afanasieva, I., Galkin, A., 2018. Assessing the Information Flows and Established their Effects on the Results of Driver’s Activity. Archives of Transport, 45(1), pp.7-23.10.5604/01.3001.0012.0938Search in Google Scholar

[3] Agarwal, S., Dutta, T., 2015. Neuromarketing and Consumer Neuroscience: Current Under-standing and the Way Forward. Decision 42 (4), pp.457-462. DOI:10.1007/s40622-015-0113-1.10.1007/s40622-015-0113-1Search in Google Scholar

[4] Ambler, T., Braeutigam, S., Stins, J., Rose, S., Swithenby, S., 2004. Salience and Choice: Neural Correlates of Shopping Decisions. Psychology & Marketing, 21(4), p.247-261.10.1002/mar.20004Search in Google Scholar

[5] Andreassi, J., 2007. Psychophysiology: Human Behavior And Physiological Response. In Psychophysiology: Human Behaviour & Physiology Response, Lawrence Erlbaum.Search in Google Scholar

[6] Areni, C. S., Kim, D., 1993. The Influence of Background Music on Shopping Behavior: Classical Versus Top-Forty Music in a Wine Store. ACR North American Advances.Search in Google Scholar

[7] Babin, B. J., Hardesty, D. M., Suter, T.A., 2003. Color and Shopping Intentions: The Intervening Effect of Price Fairness and Perceived Affect. Journal of Business Research, 56(7), pp.541-551.10.1016/S0148-2963(01)00246-6Search in Google Scholar

[8] Baevsky R.M., 1984. Mathematical Analysis of Changes in Heart Rate During Stress. Moscow: Nauka.Search in Google Scholar

[9] Baevsky, R.M., Ivanov, G.G., Chirejkin L.V., etc., 2001. Analysis of Heart Rate Variability with use Various Electrocar Diographical Systems (Methodical Recommendations). The Bulletin of Arrhythmology, 24, pp.65-85.Search in Google Scholar

[10] Bakker, J., Pechenizkiy, M., Sidorova, N., 2011. What's Your Current Stress Level? Detection of Stress Patterns from GSR Sensor Data. In 2011 IEEE 11th International Conference on Data Mining Workshops, pp.573-580, IEEE.10.1109/ICDMW.2011.178Search in Google Scholar

[11] Bellizzi, J. A., Hite, R. E., 1992. Environmental Color, Consumer Feelings, and Purchase Likeli-hood. Psychology & Marketing, 9(5), pp.347-363.10.1002/mar.4220090502Search in Google Scholar

[12] Bhatt, G., 2017. Effect of Store Atmospherics in Creating Brand Loyalty an Empirical Investigation in Single Brand Retail Context.Search in Google Scholar

[13] Blackwell, R.D., Miniard P.W., Engel, J.F., 2006. Consumer Behavior (10th ed.). Thomson Learning.Search in Google Scholar

[14] Boucsein, Wolfram, 2012. Electrodermal Activity. Springer Science & Business Media.10.1007/978-1-4614-1126-0Search in Google Scholar

[15] Chang, H.J., Eckman, M., Yan, R.N., 2011. Application of the Stimulus-Organism-Response Model to the Retail Environment: the Role of Hedonic Motivation in Impulse Buying Behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), pp.233-249, DOI: 10.1080/09593969.2011.578798.10.1080/09593969.2011.578798Search in Google Scholar

[16] Charlton S.G., 2002. Handbook of Human Factors Testing and Evaluation, 2nd. Ed – Mahwah: LEA.Search in Google Scholar

[17] Chebat, J.C., Dube, L., Marquis, M., 1997. Individual Differences in Orcadian Variations of Consumers' Emotional State. Perceptual and Motor Skills, 84(3), pp.1075-1086.10.2466/pms.1997.84.3.10759172225Search in Google Scholar

[18] Chebykin, O.Y., Bedny, G., Karwowski, W. (Eds.)., 2008. Ergonomics and Psychology: Developments in Theory and Practice (Vol. 1). CRC Press.10.1201/9781420067019Search in Google Scholar

[19] Crosby, L.A., Evans, K.R., Cowles, D., 1990. Relationship Quality in Services Selling: an Interpersonal Influence Perspective. The Journal of Marketing, pp.68-81.10.1177/002224299005400306Search in Google Scholar

[20] Cummings, W.H., Venkatesan, M., 1976. Cognitive dissonance and consumer behavior: A Review of the Evidence. Journal of Marketing Research, pp.303-308.10.1177/002224377601300313Search in Google Scholar

[21] De Mooij, M., Hofstede, G., 2011. Cross-Cultural Consumer Behavior: A Review of Research Findings. Journal of International Consumer Marketing, 23(3–4), pp.181-192.Search in Google Scholar

[22] Dennis, C., Newman, A., Michon, R., Brakus, J.J., Wright, L.T., 2010. The Mediating Effects of Perception and Emotion: Digital Signage in Mall Atmospherics. Journal of Retailing and Consumer services, 17(3), pp.205-215.10.1016/j.jretconser.2010.03.009Search in Google Scholar

[23] Etzion, H., Pang, M.S., 2014. Complementary Online Services in Competitive Markets: Maintaining Profitability in the Presence of Network Effects. MIS Quarterly, 38(1), pp. 231-247, DOI: 10.25300/MISQ/2014/ in Google Scholar

[24] Feuerstein, R., Klein, P.S., Tannenbaum, A.J. (eds.), 1991. Mediated Learning Experience (MLE): Theoretical, Psychosocial and Learning Implications. Freund Publishing House Ltd.Search in Google Scholar

[25] Frenkel, A., 1966. Multivariate Correlation Model of Labor Productivity. Moscow: Economics.Search in Google Scholar

[26] Galkin, A., Prasolenko, O., Obolentseva, L., Atynian, A., Balandina, I., Chebanyuk, K., 2018. The Neuromarketing ICT Technique for Assessing Buyer Emotional Fatigue. CEUR Work-shop Proceedings, 2105, pp. 243-253, Access at: http://ceur-ws.org/Vol-2105/10000243.pdf .Search in Google Scholar

[27] Ghobadian, A., Speller, S., Jones, M., 1994. Service Quality: Concepts and Models. International Journal of Quality & Reliability Management, 11(9), pp.43-66.10.1108/02656719410074297Search in Google Scholar

[28] Glanert, M., 2012. Behavioral Targeting Pros and Cons - Behavioral Targeting Blog. Behavioral Targeting. Retrieved 31 March 2016, Access at: http://behavioraltargeting.biz/behavioral-targeting-pros-and-cons/.Search in Google Scholar

[29] Grewal, D., Levy, M., Kumar, V., 2009. Customer Experience Management in Retailing: An Organizing Framework. Journal of Retailing, 85(1), pp.1-14.10.1016/j.jretai.2009.01.001Search in Google Scholar

[30] Halkin, A., 2016. Improving of Quality of Trade Service Through Examination of Consumer's Emotional State. Industrial and Systems Engineering, 1(2), pp.54-60.Search in Google Scholar

[31] Halkin, A., 2018. Emotional State of Consumer in the Urban Purchase: Processing Data. Foundations of Management, 10(1), pp.99-112.10.2478/fman-2018-0009Search in Google Scholar

[32] Hamstra, M., 2012. Study Shows Shopper Behavior. Supermarket News. January 30. Available at: http://supermarketnews.com/consumer-trends/study-shows-shopper-behavior [Accessed: 17 Feb 2015].Search in Google Scholar

[33] Jain, R., Bagdare, S., 2011. Music and Consumption Experience: a Review. International Journal of Retail & Distribution Management, 39(4), pp.289-302.10.1108/09590551111117554Search in Google Scholar

[34] Jerritta, S., Murugappan, M., Nagarajan, R., Wan, K., 2011, March. Physiological Signals Based Human Emotion Recognition: a Review. In Signal Processing and its Applications (CSPA), 2011 IEEE 7th International Colloqui-um, pp.410-415. IEEE.10.1109/CSPA.2011.5759912Search in Google Scholar

[35] Jun, M., Yang, Z., Kim, D., 2004. Customers' Perceptions of Online Retailing Service Quality and their Satisfaction. International Journal of Quality & Reliability Management, 21(8), pp.817-840.10.1108/02656710410551728Search in Google Scholar

[36] Kim, J., Bouchard, C., Bianchi-Berthouze, N., Aoussat, A., 2011. Measuring Semantic and Emotional Responses to Bio-Inspired Design. In Design Creativity 2010, pp.131-138. Springer, London.10.1007/978-0-85729-224-7_18Search in Google Scholar

[37] Kotler, P., 1973. Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), pp.48-64.Search in Google Scholar

[38] Kotler, P., Armstrong, G., 2010. Principles of Marketing. Pearson Education.Search in Google Scholar

[39] Kotler, Ph., Keller, L.K., 2012. Marketing Management 14th eds, Pearson Education Limited.Search in Google Scholar

[40] Krey, N., Espinosa, J.A., Cao, J.T., 2017, June. A Meta-Analytical Review of PAD Within Retail Environments: An Abstract. In Academy of Marketing Science World Marketing Congress, pp.175-175. Springer, Cham.10.1007/978-3-319-68750-6_55Search in Google Scholar

[41] Kumar, I., Garg, R., Rahman, Z., 2010. Influence of Retail Atmospherics on Customer Value in an Emerging Market Condition. Great Lakes Herald, 4(1), pp.1-13.Search in Google Scholar

[42] Levy, M., Weitz, B.A., Grewal, D., 2012. Retailing Management (Vol. 6). New York: McGraw-Hill/Irwin.Search in Google Scholar

[43] Lissovolik, M.B., 2003. Determinants of Inflation in a Transition Economy: The Case of Ukraine (No. 3-126). International Monetary Fund.10.5089/9781451854923.001Search in Google Scholar

[44] Lovelock, C., Patterson, P., 2015. Services Marketing. Pearson Australia.Search in Google Scholar

[45] Lykken, D.T., Venables, P.H., 1971. Direct Measurement of Skin Conductance: A Proposal for Standardization. Psychophysiology, No. 8, pp.656-672.10.1111/j.1469-8986.1971.tb00501.x5116830Search in Google Scholar

[46] McGoldrick, P.J., Pieros, C.P., 1998. Atmospherics, Pleasure and Arousal: The Influence of Response Moderators. Journal of Marketing Management, 14(1–3), pp. 173-197.10.1362/026725798784959372Search in Google Scholar

[47] Minton, E.A, Khale, L.R., 2014. Belief Systems, Religion, and Behavioral Economics. New York: Business Expert Press LLC.Search in Google Scholar

[48] Morrison, M., Gan, S., Dubelaar, C., Oppewal, H., 2011. In-store Music and Aroma Influences on Shopper Behavior and Satisfaction. Journal of Business Research, 64(6), pp.558-564.10.1016/j.jbusres.2010.06.006Search in Google Scholar

[49] Mower, J. M., Kim, M., Childs, M. L., 2012. Exterior Atmospherics and Consumer Behavior: Influence of Landscaping and Window Display. Journal of Fashion Marketing and Management: An International Journal, 16(4), pp.442-453.10.1108/13612021211265836Search in Google Scholar

[50] Piaget, J., 2017. The child's Conception of Physical Causality. Routledge.10.4324/9781351305082Search in Google Scholar

[51] Plassmann, H, Ambler, T, Braeutigam S, Kenning, P., 2007. What can Advertisers Learn from Neuroscience? International Journal of Advertising, 26(2), pp.151-175.10.1080/10803548.2007.11073005Search in Google Scholar

[52] Prasolenko, O., Galkin, A., Burko, D., 2017. Galvanic Skin Response as a Estimation Method of the Driver's Emotional State. American Journal of Science, Engineering and Technology Vol. 2 (1), pp.50-56.Search in Google Scholar

[53] Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., Stewart, D., 2009. Customer Experience Management in Retailing: Understanding the Buying Process. Journal of retailing, 85(1), pp.15-30.10.1016/j.jretai.2008.11.003Search in Google Scholar

[54] Richins, L. M., 1997. Measuring Emotions in the Consumption Experience. Journal of Consumer Research, Vol. 24, No. 2, pp.127-146.10.1086/209499Search in Google Scholar

[55] Rigas, G., Katsis C. D., Bougia P., Fotiadis, D. I., 2008. A Reasoning-Based Framework for Car Driver’s Stress Prediction, 16th Mediterranean Conference on Control and Automation, pp.627-632, 25–27 June 2008.10.1109/MED.2008.4602162Search in Google Scholar

[56] Woodworth, R.S., Schlosberg, H., 1954. Experimental Psychology. Oxford and IBH Publishing.Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo