| 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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| 4. |
- Huneke, Tabea, et al.
(författare)
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Does Service Employees' Appearance Affect the Healthiness of Food Choice?
- 2015
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Ingår i: Psychology & Marketing. - : Wiley. - 0742-6046 .- 1520-6793. ; 32:1, s. 94-106
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Tidskriftsartikel (refereegranskat)abstract
- Derived from previous research on social influence on food consumption and social comparison theory, this article examines the effect of service employees' appearance on consumers' food choice using an experimental study, involving a video manipulation and eye-tracking technique. The video shows a menu being proffered by a waitress whose degree of apparent healthiness varies (healthy, overweight, unhealthy lifestyle). The menu contains both healthy and unhealthy meal alternatives. The analysis of participants' eye movements demonstrated that exposure to the overweight employee did not stimulate greater (i.e., earlier or longer) attention to unhealthy meal alternatives, whereas exposure to the employee who displayed an unhealthy lifestyle did. These findings have social and managerial implications: The postulated stigma according to which the presence of overweight others encourages unhealthy eating appears questionable. Service providers that might secretly hire according to body weight have no grounds to do so. In contrast, employees signaling an unhealthy lifestyle through their style choices prompt patrons to pay more attention to unhealthy meal alternatives. Food service providers might want to take this factor into consideration and actively manage the aspects that can be altered by simple measures. (C) 2014 The Authors. Psychology & Marketing Published by Wiley Periodicals, Inc.
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| 5. |
- Högberg, Johan, et al.
(författare)
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Gamified in-store mobile marketing : The mixed effect of gamified point-of-purchase advertising
- 2019
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989 .- 1873-1384. ; 50, s. 298-304
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Tidskriftsartikel (refereegranskat)abstract
- This study investigates the effect of gamification on in-store mobile advertisement. More specifically, it investigates the effect of gamification on the inclination to act on offers gained at point of purchase. For this purpose, a field experiment was conducted at a supermarket, where real customers were recruited. Eye tracking, smartphone activity logging and choice were used to investigate the customers’ behaviour. The results reveal that gamification is not always useful for increasing the tendency to act on offers. In fact, engagement in a gamified shopping task is needed; otherwise, the tendency to act on offers might even decrease when gamifying.
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| 6. |
- Otterbring, Tobias, 1985-, et al.
(författare)
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Cereal Deal : How the Physical Appearance of Others Affects Attention to Healthy Foods
- 2020
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Ingår i: Perspectives on Behavior Science. - : Springer. - 2520-8969 .- 2520-8977. ; 43:3, s. 451-468
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Tidskriftsartikel (refereegranskat)abstract
- This eye-tracking study investigated whether the physical appearance of another consumer can influence people's visual attention and choice behavior in a grocery shopping context. Participants (N = 96) took part in a lab-based experiment and watched a brief video recording featuring a female consumer standing in front of a supermarket shelf. The appearance and body type of the consumer was manipulated between conditions, such that she was perceived as 1) healthy and of normal weight, 2) unhealthy by means of overweight, or 3) unhealthy through visual signs associated with a potentially unhealthy lifestyle, but not by means of overweight. Next, participants were exposed to a supermarket shelf with cereals and were asked to choose one alternative they could consider buying. Prior exposure to a seemingly unhealthy (vs. healthy) consumer resulted in a relative increase in participants' visual attention towards products perceived to be healthy (vs. unhealthy), which prompted cereal choices deemed to be healthier. This effect was stronger for products that holistically, through their design features, managed to convey the impression that they are healthy rather than products with explicit cues linked to healthiness (i.e., the keyhole label). These results offer important implications regarding packaging design for marketers, brand owners, and policy makers. Moreover, the findings highlight the value of technological tools, such as eye-tracking methodology, for capturing consumers' entire decision-making processes instead of focusing solely on outcome-based metrics, such as choice data or purchase behavior.
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| 7. |
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| 8. |
- Otterbring, Tobias, 1985-, et al.
(författare)
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Left isn’t always right : Placement of pictorial and textual package elements
- 2013
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Ingår i: British Food Journal. - : Emerald Group Publishing Limited. - 0007-070X .- 1758-4108. ; 115:8, s. 1211-1225
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this study is to investigate how the positioning of textual and pictorial design elements on a package affects visual attention (detection time) toward these element types. The study has a 3 × 2 (Stimulus × Location) between-subjects design. One pictorial and two textual package elements, located on the top right- or top left-hand side of a package, were used as stimuli. Visual attention was measured by eye-tracking. A total of 199 university students participated. The data were analysed using a two-way ANOVA and a Pearson’s chi-square analysis with standardised residuals. The results show that in order to receive the most direct attention, textual elements should be on the left-hand side of a package, whereas pictorial elements should be on the right-hand side. This is inconsistent with previous design directions (based on recall), suggesting the opposite element organisation. Previous research has focused on recall (whether respondents remember having seen package elements) or preference (whether respondents prefer a package based on element positioning). The focus of the present study was whether respondents actually saw the different elements on a package, and how long it took them to detect such elements. Detection time for certain element types can be viewed as a new and complementary way of evaluating the position of package elements. The paper also addresses whether preference is a result of easy information acquisition.
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| 9. |
- Otterbring, Tobias, et al.
(författare)
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Mirror, mirror, on the menu : Visual reminders of overweight stimulate healthier meal choices
- 2019
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989 .- 1873-1384. ; 47, s. 177-183
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Tidskriftsartikel (refereegranskat)abstract
- This study examined whether viewing an overweight (vs. normal weight or no) female on a food menu influences women's visual attention toward healthy and unhealthy menu alternatives and, in turn, their actual food choices. Participants (N = 121) viewed a food menu depicting healthy and unhealthy food options, with their calorie content stated, and selected the food option they were most willing to eat. Depending on condition, the menu featured an overweight female (unhealthy), a normal weight female (healthy), or no female (control). Participants in the unhealthy condition looked more at healthy (vs. unhealthy) meal alternatives than participants in the other conditions and were more inclined to choose healthy food options with lower calorie content, with visual attention toward healthy and unhealthy meal alternatives mediating the effect of experimental condition on calorie content and food choices. These results suggest that exposure to overweight women in food settings may make customers more motivated to choose healthier meals.
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| 10. |
- Otterbring, Tobias, 1985-, et al.
(författare)
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Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model
- 2019
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Ingår i: Journal of Visualized Experiments. - : Journal of Visualized Experiments. - 1940-087X. ; :147, s. 1-6
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Tidskriftsartikel (refereegranskat)abstract
- Several models of the in-store search process exist in the fields of retailing, marketing, and consumer-based research. The present article presents a new conceptualization of this search process, which captures customers' visual attention at three distinct levels of analysis: Stock, Shelf, and Store. We refer to this conceptualization as the 3S Model and illustrate its usefulness through three eye-tracking studies, one from each level of analysis. Our experimental examples, which range from manipulating certain stimuli on a single product (e.g., the placement of textual and pictorial packaging elements) to manipulating the entire shopping trip for customers during their stay in a store (e.g., through more or less specific shopping tasks), highlight the broad applicability of this alternative approach for understanding customers' in-store search behavior. Thus, our model can be seen as a helpful tool for researchers interested in how to conduct experimental eye-tracking studies that shed light on the perceptual processes preceding product choices and purchase decisions. The 3S Model is equally suitable in controlled lab conditions and under ecologically valid settings in the real retail environment. Furthermore, it can be used from the micro level, with a focus on the meaningful metrics on a particular product, through the intermediate level, with the emphasis on the area surrounding products in shelves and other in-store spaces, all the way to the macro level, examining customers' navigational paths throughout a store as a function of their shopping tasks, cognitive capacity, or ability to acquire in-store information.
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