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Showing posts with the label consumer behavior

Are You Buying Emotionally or Rationally?

Feelings and rationality have been something philosophers debated for centuries . Descartes separated emotion and reason as well as mind and body . The process of making purchasing decisions can be based on emotion , reason , or both depending on the situation in which we make decisions . From a marketing and consumer purchasing approach, emotion or reason are primed by an independent or interdependent self-construal. According to a study in the Journal of Consumer Research  those with independent self-construal promote reliance on feelings in judgments while interdependent self-construals promote greater reliance on reason (Jiewen & Change, 2015). Decision making is impacted by how we see ourselves in relation to others. To understand this idea fully it is necessary to comprehend what a self-construal is. Self-construal is the way in which we perceive ourselves in relation to others. Much of our belie

How Technology Changed Holiday Shopping

Holiday shopping has been a marker for consumer sentiment and spending for a long time. Black Friday and the week before Christmas is a span of time that many retailers use to gauge their potential profits for the year. As technology advances the patterns of purchasing are changing as the people stretch their purchasing behavior beyond its traditional boundaries turning brick-n-mortar companies into something more like pick-up locations. Longer Purchasing Times: Online shopping allows for a longer purchasing time in search of deals and sales. In the past, consumers would rush down to their local malls and stores in search of product deals. With the advent of the Internet consumers can now make make of their purchases online. They do not need to spend the time and energy fighting other customers. Store foot traffic no longer represents sales. Searching and Then Buying: The Internet is used by many consumers as a way of searching out products, finding the best deals, determinin

A Current Study: An Evaluation of the CEIS Study

Purpose/Significance Dr Andree Swanson and Dr Paula Zobisch, research partners, are conducting a qualitative study is to evaluate the CEIS as a predictor of emotional intelligence in consumers.   The researchers believe that current measurement of Emotional Intelligence is not an accurate predictor of consumer behavior.   Kidwell developed the Consumer Emotional Intelligence Scale (CEIS) to determine consumer emotional intelligence in place of using the Mayer-Salovey-Caruso Emotional Intelligence Test (MSCEIT) (Kidwell, Hardesty, and Childers (2008a).   The qualitative study will seek consumers and marketing professionals over 18 years of age who were recruited through social media to evaluate the accuracy/effectiveness of the CEIS.   Significance Statement The significance of this study is that impulse buying, in its extreme, can cause financial hardship.   Kidwell, Hardesty, and Childers (2008a) designed an instrument to measure the effect of emotions on consumer buying