Consumer emotions, purchasing decisions, shopping time, and paths in virtual reality

This article presents virtual reality research findings on customer emotions, product choice, store time, and distance traveled. Advanced tools, such as virtual reality and EEG technology, were used, as well as both qualitative and quantitative approaches. Data is primarily derived from participants contributing to a broader research project that analyzes both conscious and unconscious aspects. The study revealed that emotions significantly impact purchases in vegetables, fast food, and baked goods sections, with correlations to customer distance in the virtual store. The study is limited by the high data collection cost restricting the sample size. Nevertheless, these findings can guide future researchers interested in this technology. Store managers can leverage these insights to enhance sales strategies and store layouts, aiding customer decision-making. This study attempts to provide a fresh perspective on the research problem by integrating virtual reality (VR) and electroencephalogram (EEG) equipment in the Fast-Moving Consumer Goods (FMCG) sector, offering new results that have not been previously published.