Beyond retail therapy: Can the relationship between affective data & consumer behavior be utilized to develop user-directed E-commerce personalization?

Abstract

We present a first in situ attempt to explicate the relationship between consumer behavior and affective state. We adapt Bradley and Lang (1994)’s Self-Assessment Manikin as a feature on our e-commerce platform, tracking how self-reported affective state maps onto specific behavioral patterns. We discuss the potential for utilizing affective feedback as a means of user-directed personalization.