| 1. |
- Caruelle, Delphine, et al.
(författare)
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Affective Computing in Marketing : Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines
- 2022
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Ingår i: Marketing letters. - : Springer. - 0923-0645 .- 1573-059X. ; 33, s. 163-196
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Tidskriftsartikel (refereegranskat)abstract
- After years of using AI to perform cognitive tasks, marketing practitioners can now use it to perform tasks that require emotional intelligence. This advancement is made possible by the rise of affective computing, which develops AI and machines capable of detecting and responding to human emotions. From market research, to customer service, to product innovation, the practice of marketing will likely be transformed by the rise of affective computing, as preliminary evidence from the field suggests. In this Idea Corner, we discuss this transformation and identify the research opportunities that it offers.
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| 2. |
- Caruelle, Delphine, et al.
(författare)
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Emotional arousal in customer experience : A dynamic view
- 2024
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Ingår i: Journal of Business Research. - : Elsevier. - 0148-2963 .- 1873-7978. ; 170
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Tidskriftsartikel (refereegranskat)abstract
- Customer emotion in services has been extensively studied, but prior research has overlooked the dynamics of emotion over time. Our research addresses this gap by studying how emotional arousal varies throughout a service encounter. Drawing from the psychology literature, we identify certain features (or patterns) that characterize how arousal varies throughout a service encounter and predict how they may affect customer approach response (e.g., spending, unplanned purchases). We explore the effect of these features in field studies in two stores using a psychophysiological measure (electrodermal activity) to capture arousal over time. We find that (1) the highest arousal level reached during the encounter and (2) the skewness of the distribution of arousal levels (i.e., the frequency of lower arousal levels relative to higher ones) predict customer approach response. This paper opens new avenues for understanding customers from an emotional perspective, which can improve the customer experience in service encounters.
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| 3. |
- Caruelle, Delphine, et al.
(författare)
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The use of electrodermal activity (EDA) measurement to understand consumer emotions : A literature review and a call for action
- 2019
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Ingår i: Journal of Business Research. - New York, USA : Elsevier BV. - 0148-2963 .- 1873-7978. ; 104, s. 146-160
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Forskningsöversikt (refereegranskat)abstract
- Electrodermal activity (EDA) is a psychophysiological indicator of emotional arousal. EDA measurement was first employed in consumer research in 1979 but has been scarcely used since. In the past decade, the ease of access to EDA recording equipment made EDA measurement more frequent in studies of consumer emotions. Additionally, recent calls to include physiological data in consumer studies have been voiced, which in turn is increasing the interest in EDA. Such a growing interest calls for assessing why and how EDA measurement has been used and should be used in consumer research. To this end, we undertook a critical review of studies of consumer emotions that employed EDA measurement. We found that most of these studies did not sufficiently report how they recorded and analyzed EDA data, which in turn impeded the replication of the findings. We therefore make recommendations derived from the psychophysiology literature to help consumer researchers get meaningful insights from EDA measurements. Finally, we call on researchers to be more transparent when reporting how they recorded and analyzed EDA data.
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