RT info:eu-repo/semantics/article
T1 Footwear consumer behavior: The influence of stimuli on emotions and decision making
A1 Juarez Varon, David
A1 Mengual Recuerda, Ana
A1 Capatina, Alexandru
A1 Núñez Cansado, María Ángeles
K1 Comunicación
K1 FootwearNeuromarketingEye trackingGalvanic skin responseConsumersExperimental marketing
AB This paper analyzes the stimuli used in fashion footwear stores to activate emotions and drive consumer purchasing decisions. The efficiency of the stimuli launched in a fashion shoe store was empirically analyzed. The decorative and environmental aspects that generate the highest level of attraction, interest, emotion, and memory in consumers were identified. The study focuses on the use of galvanic skin response and eye tracking to understand consumer preferences in shoe stores. The results reveal the most efficient stimuli. The results also show that the level of saturation of information generated by the concentration of stimuli in retail reduces attention. The described method can be applied to shopping situations without the need for questionnaires.
PB Elsevier
SN 873-7978
YR 2023
FD 2023
LK https://uvadoc.uva.es/handle/10324/73048
UL https://uvadoc.uva.es/handle/10324/73048
LA eng
NO Journal of Business Research Volume 164, September 2023, 114016
NO Producción Científica
DS UVaDOC
RD 19-jul-2025