Measuring Cognitive and Emotional Processes in Retail: A neuroscience perspective

Cherubino Patrizia, Maglione Anton Giulio, Trettel Arianna, Graziani Ilenia, Vecchiato Giovanni, Babiloni Fabio

Research output: Chapter in Book/Report/Conference proceedingChapter

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.

Original languageEnglish
Title of host publicationSuccessful Technological Integration for Competitive Advantage in Retail Settings
PublisherIGI Global
Pages76-93
Number of pages18
ISBN (Print)9781466682986, 1466682973, 9781466682979
DOIs
Publication statusPublished - Apr 30 2015

Keywords

  • Electroencephalography
  • Emotion
  • Eyetracker
  • Eyetracking

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)
  • Computer Science(all)

Fingerprint Dive into the research topics of 'Measuring Cognitive and Emotional Processes in Retail: A neuroscience perspective'. Together they form a unique fingerprint.

  • Cite this

    Patrizia, C., Anton Giulio, M., Arianna, T., Ilenia, G., Giovanni, V., & Fabio, B. (2015). Measuring Cognitive and Emotional Processes in Retail: A neuroscience perspective. In Successful Technological Integration for Competitive Advantage in Retail Settings (pp. 76-93). IGI Global. https://doi.org/10.4018/978-1-4666-8297-9.ch004