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| Tekijä: | Maxwell, S. Kover, A. |
| Otsikko: | Negative affect: the dark side of retailing |
| Lehti: | Journal of Business Research
2003 : JUL, VOL. 56:7, p. 553-559 |
| Asiasana: | Consumer behaviour Market research Retailing Shopping |
| Kieli: | eng |
| Tiivistelmä: | Shoppers in a negative mood state constitute a major market, some 10% of the population. Such shoppers are difficult to understand due to their conflicting motivations. These motivations influence shopper behaviour, making it hard for those in a negative mood state to participate in the purchase process. To understand this difficult market segment, data from to 1996 Yankelovitch market research study of 4000 consumers were analyzed. The results show that negative affect reduces shoppers' desire to search, to exert themselves, to make long-term plans. |
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