TorchMedia | INSIGHTS


Riding in-store’s emotional rollercoaster

21 Mar 2011, Posted by TorchMedia in Blog, Grocery

It seems that, for the majority, shopping is felt to be a pleasurable experience. A paper delivered at ESOMAR’s Insights 2011 conference in Brussels last month, describes an attempt to chart and analyse the emotional journey of shoppers in-store, and it makes interesting reading. The shopping visits of the study’s participants were largely characterised by an increasing level of happiness, rather than by negative emotions, but it also found a wide range of emotions that shopper marketers need to consider when planning…