The Emotional Shopper: Why Understanding How Your Consumers Are Feeling Can Improve Business Effects

Orlando Wood
BrainJuicer Labs, United Kingdom

Wendy Lanchin
The Marketing Store, United Kingdom

INTRODUCTION

The sun is shining. You’re feeling pretty good. You are in your car. But you feel a looming sense of dread. You arrive at the grocery store to the first obstacle – finding a parking space. You drive around the forecourt, your eyes are trained on a free space. Another driver muscles in on your spot. Eventually you manage to park. You approach the shopping trolleys, but you realise you need to find a coin for a deposit to release your trolley, and your daughter took all your change this morning for the bus. A fellow shopper helps you out. The trolley you’ve chosen and struggled to release has a faulty wheel – it wobbles and the trolley doesn't track straight. You finally make it into the store, pushing your trolley at an angle (the only way you can get it to move in the direction you want it to), and fail to spot the trail of squashed fruit on the floor till it's too late.