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

Hermes, Anna; Riedl, René

doi:10.1007/978-3-030-60073-0_25

Cited by 5 publications

(5 citation statements)

References 46 publications

(66 reference statements)

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“…Overall, our findings can be explained by the lack of haptic product information available to online customers ( Citrin et al, 2003 ), which makes it more difficult for customers with high NFT to evaluate a product’s quality ( Kühn et al, 2020 ). Because we know that emotions play a crucial role in the customer experience ( Gentile et al, 2007 ; Puccinelli et al, 2009 ; Hermes and Riedl, 2020a , b , 2021a ), it is surprising that Autotelic NFT did not evince a significant association with either online or in-store willingness to purchase. However, it must be observed that the study data were collected in the midst of the COVID-19 pandemic, during which a notable number of customers have perceived in-store shopping as vector of infection and took corresponding precautions that might disrupt or mitigate Autotelic NFT (e.g., disinfecting their hands; Szymkowiak et al, 2021 ).…”

Section: Discussionmentioning

confidence: 99%

“…Another integral part of the customer journey is physical engagement with (that is, the touching of) a product ( Roggeveen et al, 2020 ), which helps consumers to form impressions of that product ( Ranaweera et al, 2021 ), but individuals differ in their Need for Touch (NFT). While affect and cognition play important roles in the customer experience ( Gentile et al, 2007 ; Puccinelli et al, 2009 ; Hermes and Riedl, 2020a , b ), NFT can also be motivated by enjoyment and pleasure (affective side, so-called Autotelic NFT) or to receive product information, such as a product’s weight or quality (based on analytic thoughts, goal-driven, so-called Instrumental NFT, Peck and Childers, 2003a ). Online consumption lacks the element of touch ( Peck and Childers, 2003a ), and accordingly, online customers displayed lower levels of NFT ( San-Martín et al (2017) ; however, Duarte and Costa e Silva (2020) did not confirm this finding).…”

Section: Introductionmentioning

confidence: 99%

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Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch

et al. 2022

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Nowadays, customers can utilize both online and in-store retail channels. Consequently, it is crucial for retailers to understand the possible drivers of retail channel selection, including customers’ personalities, degrees of trust, and product touch preferences. Unfortunately, current omnichannel research only scarcely addresses the effects of personality, trust, and desire to touch a product before purchasing it on willingness to purchase and how those effects vary between online and in-store shopping. Thus, we conducted an exploratory study. Our analysis of survey data (N = 1,208)—which controls for respondents’ age, gender, and education—reveals that across both the willingness to purchase in-store and online, a higher level of e-vendor trust is a significant, positive predictor. However, we also identify several channel-related differences, including that Trust Propensity, as well as the Big Five traits of Extraversion, Agreeableness, and Conscientiousness are significantly positively related to in-store, but not online, purchase willingness. We also find that Instrumental Need for Touch (defined as goal-motivated touch of a product) is positively related to in-store, but negatively related to online, purchase willingness. Finally, we highlight opportunities for future research and discuss how retail managers might enhance customer experiences in their physical and online stores.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch

et al. 2022

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“…Additional Examination of Direct and Mediated Effects in the Personality-Channel Relationship. From a large amount of research on customer experience, we know that personal factors, especially emotions [64][65][66][67][68][69], play an overarching role in a customer's shopping experience. Researchers have argued that emotions can be separated into incidental (task-unrelated, highly influenced by personality) and integral (task-related) emotions [70].…”

Section: Research Agenda and Managerial Implications 41 Research Agendamentioning

confidence: 99%

Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

Hermes

Riedl

2021

JTAER

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Consumers can choose to buy products through various retail channels (e.g., online or in-store), resulting in a need for retailers to provide a well-integrated shopping experience. However, individual factors, such as a customer’s personality, can influence how a channel is perceived and, as such, can alter their subsequent behavior. Thus, it is critical for retailers to better understand personality-related influences and how these can affect a customer’s purchase channel decision. Against this background, the purpose of this structured review is to analyze the extant literature on the influences of personality traits on purchasing channel decisions. After extensive initial screening, 24 papers published in 2003–2021 were included in the analysis and synthesis phase of this literature review. The results show how personality traits (including Big Five factors and more fine-grained factors like playfulness) influence the choice of retail purchasing channels. Among other results, we find that online shopping intentions have been studied most as an outcome variable and that, in contrast to people high in openness to experience, people high in agreeableness are less likely to shop online. While we synthesize findings in the domains of mobile commerce, social commerce, mall shopping, and augmented and virtual reality as well, little research has compared the effects of personality traits on multiple channels. Based on our findings, we discuss managerial implications as well as directions for future research which are described in the form of a research agenda.

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“…We adopted Phillips’ (1997) to measure creative self-efficacy, which correspond to four questions: CE1-CE4 (see Table 3 ). We adopted Hermes and Riedl (2020) to measure positive emotional experience with four questions, corresponding to PM1-PM4. Furthermore, this study used Woodman et al (1993) customer creativity scale with three questions (CC1-CC3) in Table 3 We included four control variables because the prior empirical work has suggested that “education level,” “participation frequency,” “income level,” and “age structure” have potential influence on creativity.…”

Section: Methodsmentioning

confidence: 99%

Understanding the effect of organizational innovation environment and customer participation in virtual communities on customer creativity: A study of mediating and moderating influences

Khan²,

Li³

2022

Front. Psychol.

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The importance of enterprises significantly improving their innovation performance by working closely with customers throughout the innovation process has been emphasized in recent literature. However, the role of organizational innovation environment in customer creativity and the impact of customer knowledge matching on the innovation environment are not sufficiently explored. Based on the Social cognitive theory and Flow theory, his investigate the factors that influence enterprise innovation performance in the context of customer participation in innovation, as well as how businesses can foster an online innovation environment that fosters customer creativity. The mixed-methods study, which combines qualitative and quantitative research, is used to create the scale item that measures the study’s main variables. Structural equation modeling and bootstrapping estimation was performed on survey data collected via questionnaire from 392 consumers who participated in online service innovation in an online virtual brand community between June 2018 and May 2019. The study obtain the following main results. First, the innovative environment of customer online participation in service innovation fosters customer creativity. Second, two mediation interactions exist: creative self-efficacy and positive emotions, both of which partially mediate the relationship between customer creativity and the innovation environment. Third, while customer knowledge matching influences the intermediary effect of creative self-efficacy on innovation environment and customer creativity, it has no effect on the intermediary effect of positive emotion on innovation environment and customer creativity.

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

Cited by 5 publications

References 46 publications

Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch

Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch

Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

Understanding the effect of organizational innovation environment and customer participation in virtual communities on customer creativity: A study of mediating and moderating influences

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