Raising the Pulse: The effect of image interactive technology on customer pleasure and arousal in physical retail stores

Abstract: The importance of our research is based in the perspective that the hedonic components of the shopping experience are vital to the continued competitive success of brick-and-mortar stores. With the increasing availability of new forms of technology and increasingly technologically savvy customers, the application of technology to retail settings can offer a means for innovative advancement. One form of technology that has been shown to have a positive correlation with hedonic values in retail settings is Interactive Image Technology. In this research the effect of IIT on customers’ emotional response to physical store environments was measured via a combination of self-reporting and psychophysiological measures in a ‘true’ experimental design method.