Footwear consumer behavior: The influence of stimuli on emotions and decision making

Abstract

[EN] This paper analyzes the stimuli used in fashion footwear stores to activate emotions and drive consumer purchasing decisions. The efficiency of the stimuli launched in a fashion shoe store was empirically analyzed. The decorative and environmental aspects that generate the highest level of attraction, interest, emotion, and memory in consumers were identified. The study focuses on the use of galvanic skin response and eye tracking to understand consumer preferences in shoe stores. The results reveal the most efficient stimuli. The results also show that the level of saturation of information generated by the concentration of stimuli in retail reduces attention. The described method can be applied to shopping situations without the need for questionnaires.