The promise and perils of the peripheral psychophysiology of emotion in retailing and consumer services

摘要

In this paper, we call for a peripheral psychophysiology approach in order to fully unlock the potential of affective neuroscience in retailing and consumer services. We assume that using peripheral psychophysiological measures of embodied cognition and emotion such as facial EMG and skin conductance responses would greatly contribute to a novel understanding of consumers' judgements, decision-making, and behaviors. To do so, it is necessary to overcome the difficulties formerly encountered in applying psychophysiological methods in marketing in order to contribute to an emerging stream of applied peripheral psychophysiology research. Accordingly, we answer three fundamental questions (What? How? When?). Afterward, we discuss three critical points (perils) researchers should carefully consider when applying peripheral psychophysiology measures in retailing and consumer services research.