Do emotions influence shopping behavior? That was the question with which 6 students of Tilburg University started their research. In a short period of time they had to investigate whether people buy or less when they are in a particular state of mind. There were three conditions, namely: positive, neutral of negative. To create the emotions that matched the condition, the participants watched one of the three video fragments: a fragment of Friends, Schindlers List or a neutral fragment about planets.
The results were striking. Unlike the expectations that people buy more when they are happy, they bought actually less! Participants of the conditions negative and neutral spend the most money in the experiment.
From these results I can conclude that I am never going to watch a funny movie before going to the mall! Happiness leads to buying less products but buying more expensive products. While sadness leads to buying more cheaper products. If you are interested in the experiment, I will upload the poster with information soon. For now: just keep on shopping!
LOL @ "never going to watch a funny movie before going to the mall!" I person has the tendency to be more active when he is happy, so he may find it difficult to control himself. Well, if watching a sad movie can be the ultimate solution to avoid overspending, I'll take it. LOL!
ReplyDelete[Larissa Dobbin]