Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending

This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour.

Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending

Joost Vastenavondt and Koen de VosMasterCard EuropeTom Ewing and Orlando WoodBrainJuicer Group

Introduction

The Internet is the most measurable medium in research history. Everything anyone does on it can be measured, stored and analysed.

When you buy something online or on your phone, for instance, your purchase can be analysed on many levels:

  • When you bought it.
  • How you bought it (which payment method, for instance).
  • Where you were.
  • How much you paid.
  • What else you looked at before and after buying....

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