Abstract Demand for high-quality shopping service has seen continuous growth in the recent years, allowing retail chains to achieve sustainable competitive advantage, increase number of loyal customers. This in-turn results in demand boosting and image of the firm. To analyze and achieve this emotional reactions of customers while shopping becomes important. The paper attempts to evaluate the effect of emotional fatigue on purchase process and uses neuromarketing tool – Galvanic skin reaction analysis to do so. Changes in the buyer emotional reaction of consumers was observed through more than 150 experiments at 15 different retailers. The results showed that retailer selection depended on emotional fatigue of the customer. Different types of retailers create different emotional fatigue which affects the footfall.

中文翻译：

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消费者情感疲劳的零售吸引力模型

摘要近年来，对高质量购物服务的需求持续增长，这使零售连锁店能够获得可持续的竞争优势，并增加了忠实的顾客数量。这反过来导致需求增加和公司形象。分析并实现顾客在购物时的情感反应变得很重要。本文试图评估情绪疲劳对购买过程的影响，并使用神经营销工具–皮肤电反应分析来实现这一目标。通过在15个不同零售商处进行的150多次实验，观察到了消费者购买者情绪反应的变化。结果表明，零售商的选择取决于顾客的情绪疲劳。不同类型的零售商会产生不同的情绪疲劳，从而影响人流量。