Abstract:

This paper addresses the shopper's emotional response to the shopping experience. It will show how we might listen in to the shopper's internal emotional dialogue as they pass through a store. Referencing a pilot study undertaken for the Marketing Store, it will demonstrate just how emotional a shopping experience is, identify how emotions can change from one moment to the next during the course of a store visit, map out the emotional zones of different types of store, and even reveal how this might differ between different demographics. Emotional understanding of the shopper experience can open up new opportunities for both brand owners and retailers.