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What is Emotional Consumer Experience

Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
Emotional consumer experience centers on the consumer him/herself and is understood as the outcome of a service encounter, highlighting the extraordinary and emotional nature of consumption.
Published in Chapter:
Emotion Tracking: Possibilities for Measuring Emotional Consumer Experiences
Juulia Räikkönen (University of Turku, Finland) and Miia Grénman (University of Jyväskylä, Finland)
DOI: 10.4018/978-1-7998-2220-2.ch004
Previous literature has examined the significance of emotional consumer experiences increasingly pursued by consumers. However, the current knowledge of emotional responses in real-time and real-world consumption settings is still limited. Emotions have previously been measured with observation, self-report, and physiological methods. Digitalization and technological development have, however, advanced these methods as individuals now engage in various self-tracking practices. The chapter introduces emotion tracking as an additional means for measuring emotions. One application, the Emotion Tracker®, was tested by students (n=19) who tracked their emotions (n=617) related to various consumer experiences and reported their user experiences in research diaries. Emotion tracking facilitated real-time and real-world emotion measurement by partly combining the strengths and diminishing the weaknesses of traditional methods. The future of emotion measurement is likely to lie in the combination of subjective and objective self-tracking practices embedded in individuals' everyday lives.
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