Associate Professor Department of Business Logistics and Transportation Technologies State University of Infrastructure and Technology, Kyiv, Ukraine E-mail: Yuli-p@ukr.net
State Higher Education Pryazovskyi State Technical University, Mariupol, Ukraine
Associate Professor Department of Marketing and Business Administration State Higher Education Pryazovskyi State Technical University, Mariupol, Ukraine E-mail: bodnaruk.ov@gmail.com
Pryazovskyi State Technical University (PSTU) Mariupol, Ukraine
Associate Professor Department of Marketing and Business Administration Pryazovskyi State Technical University (PSTU) Mariupol, Ukraine E-mail: zaikayulia2211@gmail.com
Donetsk State University of Management Mariupol, Ukraine
Associate Professor Department of Tourism and Hospitality O. M. Beketov National University of Urban Economy in Kharkiv, Ukraine E-mail: d.a.shapovalenko@gmail.com
O. M. Beketov National University of Urban Economy in Kharkiv, Ukraine
Associate Professor Department of Tourism and Hospitality O. M. Beketov National University of Urban Economy in Kharkiv, Ukraine E-mail: olkolon@gmail.com
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.
