Skip to main content
SpringerLink
Log in

Exploring the Influence of Personality Traits on Affective Customer Experiences in Retailing: Combination of Heart Rate Variability (HRV) and Self-report Measures

  • Conference paper
  • First Online:
Information Systems and Neuroscience (NeuroIS 2021)

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 52))

Included in the following conference series:

  • 820 Accesses

Abstract

As a result of changes in customers’ shopping behaviors and a corresponding increase in omnichannel behavior (i.e., a blend of online and offline channels), a good customer experience (CX) is crucial for retailers’ success. Affective CX responses are especially crucial in impacting a company’s marketing outcomes, such as a high level of future purchase intentions. Here, we hypothesize that a customer’s affective CX is significantly influenced by his or her personality traits. Based on this hypothesis, we plan to collect physiological data (heart rate variability) and self-report data to study affective CX. Specifically, we will examine the relationship between personality traits, affective CX, and future purchase channel choice intentions. Based on the findings, we will then formulate academic and managerial implications.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 119.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 159.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. von Briel, F.: The future of omnichannel retail: a four-stage Delphi study. Technol. Forecast. Soc. Chang. 132, 217–229 (2018)

    Article  Google Scholar 

  2. Lemon, K.N., Verhoef, P.C.: Understanding customer experience throughout the customer journey. J. Mark. 80, 69–96 (2016)

    Article  Google Scholar 

  3. Puccinelli, N.M., Goodstein, R.C., Grewal, D., Price, R., Raghubir, P., Stewart, D.: Customer experience management in retailing: understanding the buying process. J. Retail. 85, 15–30 (2009)

    Article  Google Scholar 

  4. Gentile, C., Spiller, N., Noci, G.: How to sustain the customer experience: an overview of experience components that co-create value with the customer. Eur. Manag. J. 25, 395–410 (2007)

    Article  Google Scholar 

  5. Hilken, T., Heller, J., Chylinski, M., Keeling, D.I., Mahr, D., de Ruyter, K.: Making omnichannel an augmented reality: the current and future state of the art. J. Res. Interact. Mark. 12, 509–523 (2018)

    Article  Google Scholar 

  6. Holbrook, M.B., Hirschman, E.C.: The experiential aspects of consumption: consumer fantasies, feelings, and fun. J. Consum. Res. 9, 132–140 (1982)

    Article  Google Scholar 

  7. Laros, F.J.M., Steenkamp, J.B.E.M.: Emotions in consumer behavior: a hierarchical approach. J. Bus. Res. 58, 1437–1445 (2005)

    Article  Google Scholar 

  8. Achar, C., So, J., Agrawal, N., Duhachek, A.: What we feel and why we buy: the influence of emotions on consumer decision-making. Curr. Opin. Psychol. 10, 166–170 (2016)

    Article  Google Scholar 

  9. Rose, S., Clark, M., Samouel, P., Hair, N.: Online customer experience in e-retailing: an empirical model of antecedents and outcomes. J. Retail. 88, 308–322 (2012)

    Article  Google Scholar 

  10. Martin, J., Mortimer, G., Andrews, L.: Re-examining online customer experience to include purchase frequency and perceived risk. J. Retail. Consum. Serv. 25, 81–95 (2015)

    Article  Google Scholar 

  11. Hermes, A., Riedl, R.: How to measure customers’ emotional experience? A short review of current methods and a call for neurophysiological approaches. In: Davis, F.D., Riedl, R., vom Brocke, J., Léger, P.-M., Randolph, A.B., Fischer, T. (eds.) NeuroIS 2020. LNISO, vol. 43, pp. 211–219. Springer, Cham (2020). https://doi.org/10.1007/978-3-030-60073-0_25

    Chapter  Google Scholar 

  12. De Keyser, A., Verleye, K., Lemon, K.N., Keiningham, T.L., Klaus, P.: Moving the customer experience field forward: introducing the touchpoints, context, qualities (TCQ) nomenclature. J. Serv. Res. 23, 433–455 (2020)

    Article  Google Scholar 

  13. Kindermann, H., Schreiner, M.: IAT measurement method to evaluate emotional aspects of brand perception—a pilot study. In: Davis, F.D., Riedl, R., vom Brocke, J., Léger, P.-M., Randolph, A.B. (eds.) Information Systems and Neuroscience. LNISO, vol. 25, pp. 167–173. Springer, Cham (2018). https://doi.org/10.1007/978-3-319-67431-5_19

    Chapter  Google Scholar 

  14. Verhulst, N., De Keyser, A., Gustafsson, A., Shams, P., Van Vaerenbergh, Y.: Neuroscience in service research: an overview and discussion of its possibilities. J. Serv. Manag. 30, 621–649 (2019)

    Article  Google Scholar 

  15. Acharya, U.R., Joseph, K.P., Kannathal, N., Lim, C.M., Suri, J.S.: Heart rate variability: a review. Med. Biol. Eng. Comput. 44, 1031–1051 (2006)

    Article  Google Scholar 

  16. Chida, Y., Hamer, M.: Chronic psychosocial factors and acute physiological responses to laboratory-induced stress in healthy populations: a quantitative review of 30 years of investigations. Psychol. Bull. 134, 829–885 (2008)

    Article  Google Scholar 

  17. Wu, Y., Gu, R., Yang, Q., Luo, Y.J.: How do amusement, anger and fear influence heart rate and heart rate variability? Front. Neurosci. 13, 1131 (2019)

    Article  Google Scholar 

  18. Costa, P.T., McCrae, R.R.: Normal personality assessment in clinical practice: the NEO personality inventory. Psychol. Assess. 4, 5–13 (1992)

    Article  Google Scholar 

  19. Gallagher, S., O’Riordan, A., McMahon, G., Creaven, A.-M.: Evaluating personality as a moderator of the association between life events stress and cardiovascular reactivity to acute stress. Int. J. Psychophysiol. 126, 52–59 (2018)

    Article  Google Scholar 

  20. Bibbey, A., Carroll, D., Roseboom, T.J., Phillips, A.C., de Rooij, S.R.: Personality and physiological reactions to acute psychological stress. Int. J. Psychophysiol. 90, 28–36 (2013)

    Article  Google Scholar 

  21. Coyle, D.K.T., Howard, S., Bibbey, A., Gallagher, S., Whittaker, A.C., Creaven, A.M.: Personality, cardiovascular, and cortisol reactions to acute psychological stress in the Midlife in the United States (MIDUS) study. Int. J. Psychophysiol. 148, 67–74 (2020)

    Article  Google Scholar 

  22. Čukić, I., Bates, T.C.: The association between neuroticism and heart rate variability is not fully explained by cardiovascular disease and depression. PLoS One 10, e0125882 (2015)

    Google Scholar 

  23. Hermes, A., Riedl, R.: The nature of customer experience and its determinants in the retail context: literature review. In: Gronau, N., Heine, M., Krasnova, Pousttchi, K. (eds.) WI2020 Zentrale Tracks, pp. 1738–1749. GITO Verlag, Potsdam (2020)

    Google Scholar 

  24. Handarkho, Y.D.: The intentions to use social commerce from social, technology, and personal trait perspectives: analysis of direct, indirect, and moderating effects. J. Res. Interact. Mark. 14, 305–336 (2020)

    Article  Google Scholar 

  25. Piroth, P., Ritter, M.S., Rueger-Muck, E.: Online grocery shopping adoption: do personality traits matter? Br. Food J. 122, 957–975 (2020)

    Article  Google Scholar 

  26. Grewal, D., Roggeveen, A.L.: Understanding retail experiences and customer journey management. J. Retail. 96, 3–8 (2020)

    Article  Google Scholar 

  27. Eysenck, H.J.: Biological basis of personality. Nature 199, 1031–1034 (1963)

    Article  Google Scholar 

  28. Appelhans, B.M., Luecken, L.J.: Heart rate variability as an index of regulated emotional responding. Rev. Gen. Psychol. 10, 229–240 (2006)

    Article  Google Scholar 

  29. Ode, S., Hilmert, C.J., Zielke, D.J., Robinson, M.D.: Neuroticism’s importance in understanding the daily life correlates of heart rate variability. Emotion 10, 536–543 (2010)

    Article  Google Scholar 

  30. Evans, B.E., et al.: Neuroticism and extraversion in relation to physiological stress reactivity during adolescence. Biol. Psychol. 117, 67–79 (2016)

    Article  Google Scholar 

  31. Steenhaut, P., Demeyer, I., De Raedt, R., Rossi, G.: The role of personality in the assessment of subjective and physiological emotional reactivity: a comparison between younger and older adults. Assessment 25, 285–301 (2018)

    Article  Google Scholar 

  32. McElroy, J.C., Hendrickson, A.R., Townsend, A.M., DeMarie, S.M.: Dispositional factors in internet use: personality versus cognitive style. MIS Q. 31, 809–820 (2007)

    Article  Google Scholar 

  33. Guido, G.: Shopping motives, big five factors, and the hedonic/utilitarian shopping value: an integration and factorial study. Innov. Mark. 2, 57–67 (2006)

    Google Scholar 

  34. Breazeale, M., Lueg, J.E.: Retail shopping typology of American teens. J. Bus. Res. 64, 565–571 (2011)

    Article  Google Scholar 

  35. Goldsmith, R.: The Big Five, happiness, and shopping. J. Retail. Consum. Serv. 31, 52–61 (2016)

    Article  Google Scholar 

  36. Gohary, A., Hanzaee, K.H.: Personality traits as predictors of shopping motivations and behaviors: a canonical correlation analysis. Arab Econ. Bus. J. 9, 166–174 (2014)

    Article  Google Scholar 

  37. Caruelle, D., Gustafsson, A., Shams, P., Lervik-Olsen, L.: The use of electrodermal activity (EDA) measurement to understand consumer emotions – a literature review and a call for action. J. Bus. Res. 104, 146–160 (2019)

    Article  Google Scholar 

  38. Ahn, H., Picard, R.W.: Measuring affective-cognitive experience and predicting market success. IEEE Trans. Affect. Comput. 5, 173–186 (2014)

    Article  Google Scholar 

  39. Popa, M.C., Rothkrantz, L.J.M., Wiggers, P., Shan, C.: Assessment of facial expressions in product appreciation. Neural Netw. World 27, 197–213 (2017)

    Article  Google Scholar 

  40. Guerreiro, J., Rita, P., Trigueiros, D.: Attention, emotions and cause-related marketing effectiveness. Eur. J. Mark. 49, 1728–1750 (2015)

    Article  Google Scholar 

  41. Task Force of the European Society of Cardiology and the North American Society of Pacing and Electrophysiology: Heart Rate Variability: Standards of Measurement, Physiological Interpretation, and Clinical Use. Circulation 93, 1043–1065 (1996)

    Google Scholar 

  42. Choi, K.H., Kim, J., Kwon, O.S., Kim, M.J., Ryu, Y.H., Park, J.E.: Is heart rate variability (HRV) an adequate tool for evaluating human emotions? – a focus on the use of the International Affective Picture System (IAPS). Psychiatry Res. 251, 192–196 (2017)

    Article  Google Scholar 

  43. Kreibig, S.D.: Autonomic nervous system activity in emotion: a review. Biol. Psychol. 84, 394–421 (2010)

    Article  Google Scholar 

  44. Molinillo, S., Navarro-García, A., Anaya-Sánchez, R., Japutra, A.: The impact of affective and cognitive app experiences on loyalty towards retailers. J. Retail. Consum. Serv. 54, 101948 (2020)

    Google Scholar 

  45. Micu, A.E., Bouzaabia, O., Bouzaabia, R., Micu, A., Capatina, A.: Online customer experience in e-retailing: implications for web entrepreneurship. Int. Entrepreneurship Manag. J. 15(2), 651–675 (2019). https://doi.org/10.1007/s11365-019-00564-x

    Article  Google Scholar 

  46. Terblanche, N.S.: Revisiting the supermarket in-store customer shopping experience. J. Retail. Consum. Serv. 40, 48–59 (2018)

    Article  Google Scholar 

  47. Pandey, S., Chawla, D.: Online customer experience (OCE) in clothing e-retail. Int. J. Retail Distrib. Manag. 46, 323–346 (2018)

    Article  Google Scholar 

  48. Anninou, I., Foxall, G.R.: The reinforcing and aversive consequences of customer experience. The role of consumer confusion. J. Retail. Consum. Serv. 51, 139–151 (2019)

    Google Scholar 

  49. Högberg, J., Ramberg, M.O., Gustafsson, A., Wästlund, E.: Creating brand engagement through in-store gamified customer experiences. J. Retail. Consum. Serv. 50, 122–130 (2019)

    Article  Google Scholar 

  50. Hermes, A., Riedl, R.: Dimensions of retail customer experience and its outcomes: a literature review and directions for future research. In: Nah, F.-H., Siau, K. (eds.) HCII 2021. LNCS, vol. 12783, pp. 71–89. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-77750-0_5

    Chapter  Google Scholar 

  51. Massaro, S., Pecchia, L.: Heart rate variability (HRV) analysis: a methodology for organizational neuroscience. Organ. Res. Methods. 22, 354–393 (2019)

    Article  Google Scholar 

  52. Acharya, U.R., Kannathal, N., Hua, L.M., Yi, L.M.: Study of heart rate variability signals at sitting and lying postures. J. Bodyw. Mov. Ther. 9, 134–141 (2005)

    Google Scholar 

  53. Mujib Kamal, S., Babini, M.H., Krejcar, O., Namazi, H.: Complexity-based decoding of the coupling among heart rate variability (HRV) and walking path. Front. Physiol. 11, 602027 (2020)

    Google Scholar 

  54. Hooper, T.L., Dunn, D.M., Props, J.E., Bruce, B.A., Sawyer, S.F., Daniel, J.A.: The effects of graded forward and backward walking on heart rate and oxygen consumption. J. Orthop. Sport. Phys. Ther. 34, 65–71 (2004)

    Article  Google Scholar 

  55. de Brito, J.N., et al.: The effect of green walking on heart rate variability: a pilot crossover study. Environ. Res. 185, 109408 (2020)

    Google Scholar 

  56. Kalischko, T., Fischer, T., Riedl, R.: Techno-unreliability: a pilot study in the field. In: Davis, F.D., Riedl, R., vom Brocke, J., Léger, P.-M., Randolph, A., Fischer, T. (eds.) Information Systems and Neuroscience. LNISO, vol. 32, pp. 137–145. Springer, Cham (2020). https://doi.org/10.1007/978-3-030-28144-1_15

    Chapter  Google Scholar 

  57. Baumgartner, D., Fischer, T., Riedl, R., Dreiseitl, S.: Analysis of heart rate variability (HRV) feature robustness for measuring technostress. In: Davis, F.D., Riedl, R., vom Brocke, J., Léger, P.-M., Randolph, A.B. (eds.) Information Systems and Neuroscience. LNISO, vol. 29, pp. 221–228. Springer, Cham (2019). https://doi.org/10.1007/978-3-030-01087-4_27

    Chapter  Google Scholar 

  58. Rammstedt, B., Danner, D.: Die Facettenstruktur des Big Five Inventory (BFI). Diagnostica 63, 70–84 (2017)

    Article  Google Scholar 

  59. Breyer, B., Bluemke, M.: Deutsche Version der Positive and Negative Affect Schedule PANAS (GESIS Panel). Zusammenstellung sozialwissenschaftlicher Items und Skalen (2016)

    Google Scholar 

  60. Watson, D., Clark, L.A., Tellegen, A.: Development and validation of brief measures of positive and negative affect: the PANAS scales. J. Pers. Soc. Psychol. 54, 1063–1070 (1988)

    Article  Google Scholar 

  61. Bleier, A., Harmeling, C.M., Palmatier, R.W.: Creating effective online customer experiences. J. Mark. 83, 98–119 (2019)

    Article  Google Scholar 

  62. Ajzen, I., Fishbein, M.: Understanding Attitudes and Predicting Social Behaviour. Prentice Hall, Englewood Cliffs (1980)

    Google Scholar 

  63. Xhyheri, B., Manfrini, O., Mazzolini, M., Pizzi, C., Bugiardini, R.: Heart rate variability today. Prog. Cardiovasc. Dis. 55, 321–331 (2012)

    Article  Google Scholar 

Download references

Acknowledgments

This study has been conducted within the training network project PERFORM funded by the European Union’s Horizon 2020 research and innovation program under the Marie Skłodowska-Curie grant agreement No. 765395. Note: This research reflects only the authors’ views. The Agency is not responsible for any use that may be made of the information it contains.

Author information

Authors and Affiliations

  1. Institute of Business Informatics–Information Engineering, Johannes Kepler University Linz, Linz, Austria

    Anna Hermes & René Riedl

  2. University of Applied Sciences Upper Austria, Steyr, Austria

    René Riedl

Authors
  1. Anna Hermes
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. René Riedl
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Anna Hermes .

Editor information

Editors and Affiliations

  1. Texas Tech University, Lubbock, TX, USA

    Fred D. Davis

  2. University of Applied Sciences Upper Austria and University of Linz, Steyr/Linz, Austria

    René Riedl

  3. University of Liechtenstein, Vaduz, Liechtenstein

    Jan vom Brocke

  4. HEC Montréal, Montréal, QC, Canada

    Pierre-Majorique Léger

  5. Kennesaw State University, Kennesaw, GA, USA

    Adriane B. Randolph

  6. Graz University of Technology, Graz, Austria

    Gernot Müller-Putz

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Hermes, A., Riedl, R. (2021). Exploring the Influence of Personality Traits on Affective Customer Experiences in Retailing: Combination of Heart Rate Variability (HRV) and Self-report Measures. In: Davis, F.D., Riedl, R., vom Brocke, J., Léger, PM., Randolph, A.B., Müller-Putz, G. (eds) Information Systems and Neuroscience. NeuroIS 2021. Lecture Notes in Information Systems and Organisation, vol 52. Springer, Cham. https://doi.org/10.1007/978-3-030-88900-5_3

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-88900-5_3

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-88899-2

  • Online ISBN: 978-3-030-88900-5

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation