Shoppers' State of Mind Affects Customers Experience
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"Based on the titles of two new studies, “Stress Shopping” and “Retail Nightmares,” it’s a sad state of affairs for shoppers, in-store and online.
Emotions play a role in shopping behavior even if consumers don't think that they do. According to a recent survey of UK and US internet users by analytics firm Clicktale, 78% of respondents believe they are rational when they shop.
Yet 40% said they shop to calm down, and 74% said they have "stress-shopped" in the past. Younger shoppers and women were more likely to engage in this behavior; 62% of those ages 16 to 24 stress-shop and women were 12% likelier than men to shop for this reason."