Measuring Cognitive and Emotional Processes in Retail: A Neuroscience Perspective

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Author(s): Patrizia Cherubino (IULM University, Italy & BrainSigns srl, Italy), Anton Giulio Maglione (Sapienza University, Italy), Ilenia Graziani (BrainSigns srl, Italy & Sapienza University, Italy), Arianna Trettel (BrainSigns srl, Italy), Giovanni Vecchiato (BrainSigns srl, Italy & Sapienza University, Italy)and Fabio Babiloni (BrainSigns srl, Italy & Sapienza University, Italy)
Copyright: 2015
Pages: 17
Source title: Successful Technological Integration for Competitive Advantage in Retail Settings
Source Author(s)/Editor(s): Eleonora Pantano (Middlesex University London, UK)
DOI: 10.4018/978-1-4666-8297-9.ch004

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

The purpose of this chapter is to share scientific methods for the quantitative measurement of emotion through the recording of physiologic and cerebral variables of consumers in relation to advertising stimuli and during the purchase in the store. For this reason, the authors describe the way to estimate the emotion along the visit of a shop by using the approach-withdrawal index. It demonstrates how it is possible to describe the variation of the appreciation of a shop visit by two groups of persons. The specific contribution to the scientific literature is the use of such approach-withdrawal index and the estimation of the emotion linked with the visit of a large point of sale (e.g. a supermarket). The proper use of these methodologies can provide information related to cognitive and emotional aspects of persons involved in the appreciation of products in retail points of sale.

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Measuring Cognitive and Emotional Processes in Retail: A Neuroscience Perspective

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