Title: Footwear and neuromarketing: the relationship between thermoregulatory properties and consumer perceptions

Authors: David Juárez-Varón; Saray Ricote López; Mónica Sanchís Molla; Francisca Arán Ais; Ana Mengual Recuerda

Addresses: Universitat Politècnica de València, Plaza Ferrándiz y Carbonell S/N, 03801 Alcoy (Alicante), Spain ' INESCOP, P. I. Campo Alto, C/ Alemania, 102, 03600 Elda (Alicante), Spain ' INESCOP, P. I. Campo Alto, C/ Alemania, 102, 03600 Elda (Alicante), Spain ' INESCOP, P. I. Campo Alto, C/ Alemania, 102, 03600 Elda (Alicante), Spain ' Universitat Politècnica de València, Plaza Ferrándiz y Carbonell S/N, 03801 Alcoy (Alicante), Spain

Abstract: The thermal comfort of footwear is an essential property to ensure comfort, and an aspect that is increasingly sought by consumers. The existence of an inadequate microclimate inside the footwear can cause the destabilisation of the foot-shoe system, damaging the mechanical characteristics of the foot tissue or even the motor skills of the individual. The general objective of this work is to analyse the thermoregulatory properties of safety footwear for adults, based on thermal insulation and resistance to water vapour, and to compare the results with the users' perceptions of thermal comfort. This is achieved using neuromarketing biometrics and analysing the influence of different design styles. The perception of thermal comfort in safety footwear in classic and casual styles has been analysed. The results differed according to the design used in the footwear and the predisposition to comfort of the users.

Keywords: footwear; thermal comfort; design; style; neuromarketing; biometrics; GSR; galvanic skin response; EEG; electroencephalography.

DOI: 10.1504/IJSOI.2024.143146

International Journal of Services Operations and Informatics, 2024 Vol.13 No.1, pp.17 - 33

Received: 27 Mar 2023
Accepted: 09 May 2023
Published online: 04 Dec 2024 *

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