Why happy shoppers don't stop and think
- Publication Type:
- Conference Proceeding
- Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 7
- Issue Date:
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This paper discusses findings from observational research of grocery shopping. Videographic analysis via qualitative research techniques reveals that consumers who display less emotion tend to be more positive about the experience and have shorter shopping visits. Whereas those who display distinct emotional responses tend to reveal negative reactions and result in taking longer to make a decision. Four categories of consumer decision behaviour for grocery products are suggested as a result of this research and as a discussion point for further investigations into this specific topic.
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