Emotional Effects in Object Recognition by the Visually Impaired People in Grocery Shopping

To date, neuroscientific literature on consumption patterns of specific categories of consumers, such as people with disability, is still scarce. This study explored the implicit emotional consumer experience of visually impaired (VI) consumers in-store. A group of VI and a control group explored three different product shelves and manipulated target products during a real supermarket shopping experience. Autonomic (SCL, skin conductance level; SCR, skin conductance response; HR, heart rate; PVA, pulse volume amplitude; BVP, blood volume pulse), behavioural and self-report data were collected in relation to three phases of the in-store shopping experience: (i) identification of a product (recognition accuracy, ACC, and reaction times, RTs); (ii) style of product purchase (predominant sense used for shelf exploration, store spatial representation, and ability to orientate themselves); (iii) consumers experience itself, underlying their emotional experience. In the VI group, higher levels of disorientation, difficulty in finding products, and repeating the route independently were discovered. ACC and RTs also varied by product type. VI also showed significantly higher PVA values compared to the control. For some specific categories (pasta category), PVA correlates negatively with time to recognition and positively with simplicity in finding products in the entire sample. In conclusion, VI emotional and cognitive experience of grocery shopping as stressful and frustrating and has a greater cognitive investment, which is mirrored by the activation of a larger autonomic response compared to the control group. Nevertheless, VI ability to search and recognise a specific product is not so different from people without visual impairment.