Raising the Pulse: The effect of image interactive technology on customer pleasure and arousal in physical retail stores

Abstract

The importance of our research is based in the perspective that the hedonic components of the shopping experience are vital to the continued competitive success of brick-and-mortar stores. With the increasing availability of new forms of technology and increasingly technologically savvy customers, the application of technology to retail settings can offer a means for innovative advancement. One form of technology that has been shown to have a positive correlation with hedonic values in retail settings is Interactive Image Technology. In this research the effect of IIT on customers’ emotional response to physical store environments was measured via a combination of self-reporting and psychophysiological measures in a ‘true’ experimental design method.