Retail managers’ preparedness to capture customers’ emotions: a new synergistic framework to exploit unstructured data with new analytics

Pantano, Eleonora ORCID logoORCID:, Dennis, Charles ORCID logoORCID: and Alamanos, Eleftherios ORCID logoORCID: (2022) Retail managers’ preparedness to capture customers’ emotions: a new synergistic framework to exploit unstructured data with new analytics. British Journal of Management, 33 (3) . pp. 1179-1199. ISSN 1045-3172 [Article] (doi:10.1111/1467-8551.12542)

[img] PDF - Final accepted version (with author's formatting)
Restricted to Repository staff and depositor only until 21 July 2023.

Download (1MB) |


Although emotions have been investigated within strategic management literature from an internal perspective, managers’ ability and willingness to understand consumers’ emotions, with emphasis on the retail sector, is still a scarcely explored theme in management research. The aim of this paper is to explore the match between the supply of new analytical tools and retail managers’ attitudes towards new tools to capture customers’ emotions. To this end, Study 1 uses machine learning algorithms to develop a new system to analytically detect emotional responses from customers’ static images (considering the exemplar emotions of happiness and sadness), whilst Study 2 consults management decision-makers to explore the practical utility of such emotion recognition systems, finding a likely demand for a number of applications, albeit tempered by concern for ethical issues. While contributing to the retail management literature with regard to customers’ emotions and big data analytics, the findings also provide a new framework to support retail managers in using new analytics to survive and thrive in difficult times.

Item Type: Article
Keywords (uncontrolled): Management of Technology and Innovation, Strategy and Management, General Business, Management and Accounting
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 33695
Notes on copyright: This is the peer reviewed version of the following article: Pantano, E., Dennis, C. and Alamanos, E. (2021), Retail Managers’ Preparedness to Capture Customers’ Emotions: A New Synergistic Framework to Exploit Unstructured Data with New Analytics. Brit J Manage. , which has been published in final form at This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions
Useful Links:
Depositing User: Jisc Publications Router
Date Deposited: 30 Jul 2021 07:51
Last Modified: 17 Feb 2023 15:03

Actions (login required)

View Item View Item


Activity Overview
6 month trend
6 month trend

Additional statistics are available via IRStats2.