Waubonsee Community College

Why we shop, emotional rewards and retail strategies, Jim Pooler

eng

illustrations

index present

non fiction

Why we shop

52347792

Jim Pooler

"For those in retailing and marketing, this guide to the fickle consumer's mindset offers concrete and practical advice on modern shopping behavior, along with important insights into the shopping psyche. Comprehending why people shop as they do is a daunting challenge for today's retailer. For example, why do people shop for bargain groceries yet purchase the latest luxury-model SUV? Why do people feel justified in splurging for Christmas, birthdays, or anniversaries, but suffer guilt from over-spending at other times of the year? Is clothes-shopping all about price and practicality, or is it more about emotional reward and psychological needs? Is the excitement in the quest or the acquisition? Why is there such a thing as a morning-after "urge to return" among certain shoppers, while others refuse to return an item even if it's flawed or doesn't fit? Pooler probes to the heart of today's complex shopper, providing valuable insights for retailers, advertisers, marketers, and consumers."--Jacket

emotional rewards and retail strategies

I: How shopping has changed -- Shopping outside the box -- The shopping information gap -- II: The reasons we shop today -- The mindset of shopping -- Motivations for shopping -- Shopping from the heart -- The passionate shopper -- Emotional rewards -- Shopping in the demographic stages of life -- III: The challenge for retailers -- The levels of retail need -- Retail strategies -- Internet retailing