Why We Shop: Emotional Rewards and Retail Strategies

Why We Shop: Emotional Rewards and Retail Strategies

Why We Shop: Emotional Rewards and Retail Strategies

Why We Shop: Emotional Rewards and Retail Strategies

Synopsis

"For those in retailing and marketing, this guide to the fickle consumer's mindset offers concrete and practical advice on modern shopping behavior, along with important insights into the shopping psyche. Comprehending why people shop as they do is a daunting challenge for today's retailer. For example, why do people shop for bargain groceries yet purchase the latest luxury-model SUV? Why do people feel justified in splurging for Christmas, birthdays, or anniversaries, but suffer guilt from over-spending at other times of the year? Is clothes-shopping all about price and practicality, or is it more about emotional reward and psychological needs? Is the excitement in the quest or the acquisition? Why is there such a thing as a morning-after "urge to return" among certain shoppers, while others refuse to return an item even if it's flawed or doesn't fit? Pooler probes to the heart of today's complex shopper, providing valuable insights for retailers, advertisers, marketers, and consumers." Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

Excerpt

A set of ideas that made sense a century ago shaped the modern perspective on shopping. Some of these old-fashioned ideas are that people shop for dollar value, that shopping decisions make practical sense, or that shopping is mostly about acquiring needed goods and services. A new perspective on shopping is now required. It is time to abandon the principles that have shaped our image of shopping for some one hundred years and come to the realization that there is a completely new world of shopping that does not work by the old rules.

There is a new mode of thought in the shopping environment. No longer does it suffice to identify simple consumer demands and try to satisfy them. The new consumer is operating on a fresh plane of needs that is totally different from that used by his predecessors. The new consumer shops for reasons that seem strange and inexplicable from a conventional point of view. Modern shoppers buy things to reward themselves, to satisfy psychological needs, or to make themselves feel good. Modern shoppers buy things because they are expensive. They buy things to make a statement, to show off their personality, or to boost their self-esteem. Purchased items have become an affirmation of the psyche. Buying an item because you have a real physical necessity for it, in the way that our parents used to shop, has become the least of the modern shopper's concerns.

Why We Shop tries to understand the modern shopper and the complex environment in which he or she shops. It tries to grasp the nature of the . . .

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