Less stress during Christmas shopping using a bracelet2016-12-20
Around Christmas time we become more and more stressed and affected by crowds and high volume in the stores. How can we make Christmas shopping less stressful? This is what a current research study at Karlstad University is investigating.
In the study, researchers Anders Gustafsson and Poja Shams at CTF, Service Research Center at Karlstad University are investigating how to reduce stress while shopping, this by the means of an activity bracelet.
- By using an advanced activity bracelet we can look at how customers are affected by different impulses found in the store environment, for example interaction with products, sounds, light or other people. We also use eye-tracking, to be able to see exactly what is happening in situations where stress levels increase, says Anders Gustafsson, Professor of Business Administration.
The purpose of the study is to bring more knowledge on what factors trigger stress in retail and how these can be alleviated, if you can vaccinate people from stress by positive manipulation, such as handing out a free gift in the store or let a choir sing in the store.
- We also want to develop methods for this type of studies where we catch the entire purchasing situation when it happens, and not have to rely on the memory of it, which is the case in traditional investigations where we ask the questions afterwards. Here we measure everything in real time, says Anders Gustafsson.
The study is done in collaboration with Ica Maxi, Karlstad and Tobii Pro and is conducted within the framework for the research profile “Service innovation for sustainable business” which covers the period 2011 – 2019, and is financed by the Knowledge Foundation, Karlstad University, Ikea, Ericsson, Volvo, Löfbergs, Ica, Stamford and Valmet.