Emotional or rational product labeling using galvanic skin response

• Alonso López, Mikel ^[1] ; Blasco López, Mª Francisca ^[1] ; Molero Ayala, Victor ^[1]
  1. [1] Universidad Complutense de Madrid

     Universidad Complutense de Madrid

     Madrid, España

     
• Localización: Redmarka: revista académica de marketing aplicado, ISSN-e 1852-2300, n. 20, 2018, págs. 97-114
• Idioma: inglés
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• Resumen

  • In the research on consumer purchasing decisions, there has historically been a constant duality between the presence or absence of emotions and their role. Historically they have been observed as annoyances that interfere with optimal process, as it would be rational and cognitive. Since the late 70s, some researches emerged defending the importance of emotional processes in decision-making. The latest studies also persist in the idea that emotions are present in all product purchase decisions. But, does it occur with the same intensity in all types of products? In this research paper, an experiment is proposed to classify different products in two categories, one that concentrates those that generate a more intense emotional response and another with less intensity. This categorization is interesting for those experiments in which it is necessary, either for statistical treatment or for other reasons, grouping products by emotional response.