International Research Center for Cognitive Applied Neuroscience (IrcCAN), Catholic University of the Sacred Heart, Largo Gemelli, 1, 20123 Milan, Italy.
Research Unit in Affective and Social Neuroscience, Department of Psychology, Catholic University of the Sacred Heart, Largo Gemelli, 1, 20123 Milan, Italy.
Sensors (Basel). 2022 Nov 3;22(21):8442. doi: 10.3390/s22218442.
To date, neuroscientific literature on consumption patterns of specific categories of consumers, such as people with disability, is still scarce. This study explored the implicit emotional consumer experience of visually impaired (VI) consumers in-store. A group of VI and a control group explored three different product shelves and manipulated target products during a real supermarket shopping experience. Autonomic (SCL, skin conductance level; SCR, skin conductance response; HR, heart rate; PVA, pulse volume amplitude; BVP, blood volume pulse), behavioural and self-report data were collected in relation to three phases of the in-store shopping experience: (i) identification of a product (recognition accuracy, ACC, and reaction times, RTs); (ii) style of product purchase (predominant sense used for shelf exploration, store spatial representation, and ability to orientate themselves); (iii) consumers experience itself, underlying their emotional experience. In the VI group, higher levels of disorientation, difficulty in finding products, and repeating the route independently were discovered. ACC and RTs also varied by product type. VI also showed significantly higher PVA values compared to the control. For some specific categories (pasta category), PVA correlates negatively with time to recognition and positively with simplicity in finding products in the entire sample. In conclusion, VI emotional and cognitive experience of grocery shopping as stressful and frustrating and has a greater cognitive investment, which is mirrored by the activation of a larger autonomic response compared to the control group. Nevertheless, VI ability to search and recognise a specific product is not so different from people without visual impairment.
迄今为止，关于特定类别的消费者（如残疾消费者）消费模式的神经科学文献仍然很少。本研究探讨了视障消费者在店内的隐性情感消费体验。一组视障消费者和一组对照组在真实的超市购物体验中探索了三个不同的产品货架，并操作目标产品。与店内购物体验的三个阶段相关联，收集了自主神经系统（SCL，皮肤电导率水平；SCR，皮肤电导率反应；HR，心率；PVA，脉搏体积幅度；BVP，血流脉冲）、行为和自我报告的数据：（i）产品识别（识别准确性，ACC 和反应时间，RTs）；（ii）产品购买方式（用于货架探索、商店空间表示和自我定位的主要感觉）；（iii）消费者体验本身，其背后是情感体验。在视障组中，发现了更高的迷失方向感、找到产品的困难以及独立重复路线的情况。ACC 和 RTs 也因产品类型而异。与对照组相比，VI 组的 PVA 值也显著更高。对于某些特定类别（面食类别），PVA 与识别时间呈负相关，与在整个样本中找到产品的简单性呈正相关。总之，视障者对杂货店购物的情感和认知体验是有压力和令人沮丧的，并且需要更大的认知投入，这反映在与对照组相比，自主反应的激活更大。然而，视障者搜索和识别特定产品的能力与视力正常者没有太大区别。
