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The use of electrodermal activity (EDA) measurement to understand consumer emotions: A literature review and a call for action
BI Norwegian Business Sch, Dept Mkt, N-0484 Oslo, Norway..
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). BI Norwegian Business Sch, Oslo, Norway.ORCID iD: 0000-0001-8278-1442
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0001-9751-6000
BI Norwegian Business Sch, Norway.
2019 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 104, p. 146-160Article, review/survey (Refereed) Published
Abstract [en]

Electrodermal activity (EDA) is a psychophysiological indicator of emotional arousal. EDA measurement was first employed in consumer research in 1979 but has been scarcely used since. In the past decade, the ease of access to EDA recording equipment made EDA measurement more frequent in studies of consumer emotions. Additionally, recent calls to include physiological data in consumer studies have been voiced, which in turn is increasing the interest in EDA. Such a growing interest calls for assessing why and how EDA measurement has been used and should be used in consumer research. To this end, we undertook a critical review of studies of consumer emotions that employed EDA measurement. We found that most of these studies did not sufficiently report how they recorded and analyzed EDA data, which in turn impeded the replication of the findings. We therefore make recommendations derived from the psychophysiology literature to help consumer researchers get meaningful insights from EDA measurements. Finally, we call on researchers to be more transparent when reporting how they recorded and analyzed EDA data.

Place, publisher, year, edition, pages
New York, USA, 2019. Vol. 104, p. 146-160
Keywords [en]
Electrodermal activity, Customer experience, Emotion, Physiological measurement, Arousal
National Category
Business Administration Psychology
Research subject
Business Administration; Psychology
Identifiers
URN: urn:nbn:se:kau:diva-75097DOI: 10.1016/j.jbusres.2019.06.041ISI: 000484647500011OAI: oai:DiVA.org:kau-75097DiVA, id: diva2:1358161
Available from: 2019-10-07 Created: 2019-10-07 Last updated: 2019-10-28Bibliographically approved

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Gustafsson, AndersShams, Poja

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