By Jim Pooler

ISBN-10: 027598172X

ISBN-13: 9780275981723

Buying is without doubt one of the such a lot hard and lucrative human actions. Pooler deals an enthralling exploration of the emotional and mental dimensions of buying. What drives consumers in numerous events? Why can we store the best way we do? Why do humans visit department stores, boutiques, and sites with their charge cards in hand, regardless of now not realizing what it's they're searching for? This ebook solutions such questions, taking an incisive examine how buying and consumers have replaced in contemporary years.For these in retailing and advertising, this consultant to the fickle consumer's frame of mind bargains concrete and useful recommendation on smooth buying habit, in addition to very important insights into the buying psyche. Comprehending why humans store as they do is a frightening problem for ultra-modern store. for instance, why do humans store for cut price groceries but buy the newest luxury-model SUV? Why do humans suppose justified in splurging for Christmas, birthdays, or anniversaries, yet undergo guilt from over-spending at different occasions of the yr? Is clothes-shopping all approximately expense and practicality, or is it extra approximately emotional present and mental wishes? Is the thrill within the quest or the purchase? Why is there the sort of factor as a morning-after urge to come back between convinced consumers, whereas others refuse to come back an merchandise whether it truly is mistaken or does not healthy? Pooler probes to the guts of modern-day complicated consumer, offering invaluable insights for shops, advertisers, agents, and shoppers.

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Extra info for Why We Shop: Emotional Rewards and Retail Strategies

Sample text

In each case, there can literally be a crisis of confidence unless and until the desired product is found. People get upset if they can’t find an elusive product they are looking for. Moreover, when they find that perfect item, they are willing to pay almost any price to get it. This is where the obsession with clothes really comes to the forefront. If people ultimately find that elusive item that they have been so desperately seeking, they are usually so pleased to find it that price is no object. People are obsessive about clothing and this shows in the extreme levels of demand that they have for it.

The Internet is especially conducive to providing the consumer with detailed information about products and it is in this area that company Web sites should target themselves. Given that the Internet is usually found in the shopping environment of the home, it is only natural that consumers will seek out detailed product information on the Web, before or after they shop for those same products in the store. Many Web sites fail in their ability to provide such product information. The consumer who is comparison-shopping at home does not want just a cursory look at a product on the Web.

People are obsessive about clothing and this shows in the extreme levels of demand that they have for it. Shopping for clothing is about being impractical and obstinate. It’s about being fussy and particular. It’s about being desperate and frantic. It’s about going to just one more shoe store or just one more clothing store. It’s about driving all the way across the city because there is that one store that just might have exactly what you want. It’s about buying things you’ve searched for endlessly at virtually any price.

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Why We Shop: Emotional Rewards and Retail Strategies by Jim Pooler

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