Neurophysiological study of consumer emotional reactions in a simulated multisensory retail environment
Our findings suggest that HRV is a reliable physiological marker of consumers' approach behavior in multisensory retail environments, whereas HR and EDA are less sensitive. Combining SD with VR-based neurophysiological assessment enables objective evaluation of emotional zoning strategies, offering a scientifically grounded alternative to intuitive design practices for optimizing consumer experience.
Authors
- Vladislav Aksiotis (ORCID: https://orcid.org/0000-0002-1997-0256)
- Оксана Зинченко (ORCID: https://orcid.org/0000-0002-7976-3224)
- Victoria Moiseeva (ORCID: https://orcid.org/0000-0001-8729-1610)
- Julia Eremenko (ORCID: https://orcid.org/0000-0003-2524-1145)
- Vladimir Kosonogov (ORCID: https://orcid.org/0000-0002-0469-4818)
- Анна Шестакова (ORCID: https://orcid.org/0000-0001-9374-9878)
- Anastasia Obukhova
- Vasily Klucharev (ORCID: https://orcid.org/0000-0002-5257-3789)
- Alisa Godovanets
Institutions
- National Research University Higher School of Economics (RU)
- Moscow Institute of Physics and Technology (RU)
- Institute of Physics and Technology (RU)
Publication Details
- Journal
- Frontiers in Human Neuroscience
- Published
- 2025-10-24
- DOI
- https://doi.org/10.3389/fnhum.2025.1635673
- Citations
- 1
- Primary Topic
- Color perception and design
- Type
- article
- Field-Weighted Citation Impact
- 2.44