Uncovering hidden retail attributes through consumer emotions: a ZMET-based qualitative study

The study emphasizes affective dispositions and emotions to identify the hidden retail qualities that significantly influence consumer decision-making. Previous investigations have primarily focused on explicit retail attributes, often overlooking the impact of unconscious and semi-conscious judgments on customer experiences. To address this gap, we employ the Zaltman Metaphor Elicitation Technique (ZMET), a qualitative method designed to elicit consumers’ intrinsic sentiments and beliefs. Our research shows that emotions related to comfort serve as key filters, shaping consumer perceptions and purchasing behavior through an analysis of metaphors and subconscious associations. By offering a comprehensive methodological framework for ZMET, which remains underexplored in retail research, and providing a fresh perspective on the emotional dimensions of retail environments, the study makes a meaningful contribution to the existing body of literature. Additionally, our findings not only deepen the understanding of customer satisfaction within retail contexts but also provide valuable insights for retailers looking to enhance their marketing strategies and store design.