Shopping's emotional drivers

Analysing the emotional factors behind purchase decisions provides insight to address shoppers' needs and influence their behaviour.

Shopping's emotional drivers

Simon Goodall Saatchi & Saatchi X

Analysing the emotional factors behind purchase decisions provides insight to address shoppers' needs and influence their behaviour

In the world of consumer marketing, a great deal of importance is placed on generating brand awareness and purchase intent – and quite rightly. But when you look at the world through the eyes of shoppers (which we define as people in buying mode), you see why these advantages of awareness and intent do not necessarily convert into sales.

Shoppers are task-orientated, operating in the moment and making decisions in an environment of...

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