How to Measure Customers’ Emotional Experience? A Short Review of Current Methods and a Call for Neurophysiological Approaches

In the digital age, retailers compete through various sales channels, both online and offline, with the effect that the customers’ experiences have increasingly gained attention in the omnichannel era. Specifically, customer emotions have become an important topic, because they affect attitudes towards products and services as well as purchase decisions. While the phenomenon of customer experience is widely researched, surprisingly, to the best of our knowledge, no peer-reviewed journal publication exists that has studied the phenomenon from a NeuroIS angle. Against this background, we conducted a short literature review to obtain an overview of NeuroIS methods used to study customer behavior in a shopping and retailing context. Further, we outline a brief research agenda, thereby addressing the possible use of NeuroIS approaches in the context of customers’ emotional experiences in retail.