Thursday 16 July 2020
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Shopping and Emotional Reactions

As a retailer, the GWC Valve International company understands what makes consumers feel good and bad when they are shopping around for products. There is something called an antecedent state which is whether if it feels good to be at a retailer from the consumers perception. The antecedent states involve their mood and physiological conditions that influences what they buy and how the consumers evaluate the product. There is also the pleasure and arousal state along with mood congruency, which is that their mood biases judgments of products and services and that their moods are also affected by the store design, the music, and whether there are any TV programs.

When consumers are in a retail store, there are many dimensions of emotional states that they can experience and these include the arousing, exciting, pleasant, relaxing, sleepy, gloomy, unpleasant and distressing states of emotions. There are many studies shown that questions whether shopping is more of a job or of an adventure? There are different social motives when it comes to shopping that are very important which there is shopping for utilitarian or hedonic reasons, women shop to love while men shop to win. The reasons that consumers shop are more complex than they may appear on the surface according to different consumer behavior studies. There are many reasons for an individuals’ decision to go shopping and these include varying by product category, store type, and culture, and then for many hedonic reasons such as:

  • Social experiences
  • The thrill of the hunt
  • Instant status
  • Interpersonal attraction
  • Sharing of common interests

There is also shopping orientation since believe it or not, there are several shopping types and these include the economic consumer, the personalized consumer, the recreational shopper, the apathetic consumer and the ethical consumer.

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