How to Measure Customers’ Emotional Experience? A Short Review of Current Methods and a Call for Neurophysiological Approaches

Anna Hermes, René Riedl

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

2 Citations (Scopus)

Abstract

In the digital age, retailers compete through various sales channels, both online and offline, with the effect that the customers’ experiences have increasingly gained attention in the omnichannel era. Specifically, customer emotions have become an important topic, because they affect attitudes towards products and services as well as purchase decisions. While the phenomenon of customer experience is widely researched, surprisingly, to the best of our knowledge, no peer-reviewed journal publication exists that has studied the phenomenon from a NeuroIS angle. Against this background, we conducted a short literature review to obtain an overview of NeuroIS methods used to study customer behavior in a shopping and retailing context. Further, we outline a brief research agenda, thereby addressing the possible use of NeuroIS approaches in the context of customers’ emotional experiences in retail.

Original languageEnglish
Title of host publicationInformation Systems and Neuroscience - NeuroIS Retreat 2020
EditorsFred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Thomas Fischer
PublisherSpringer
Pages211-219
Number of pages9
ISBN (Electronic)978-3-030-60073-0
ISBN (Print)9783030600723
DOIs
Publication statusPublished - 2020
EventVirtual conference NeuroIS Retreat, 2020 - Vienna, Austria
Duration: 2 Jun 20204 Jun 2020

Publication series

NameLecture Notes in Information Systems and Organisation
Volume43
ISSN (Print)2195-4968
ISSN (Electronic)2195-4976

Conference

ConferenceVirtual conference NeuroIS Retreat, 2020
Country/TerritoryAustria
CityVienna
Period02.06.202004.06.2020

Keywords

  • Customer experience
  • Emotions
  • NeuroIS
  • Retail

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