Shopping missions - are the traditional missions dated?

Fabio Martins, David Baxter and Rebecca Gill

The article discusses shopping missions, the intentions, moods and motivations underlying shopping trips.

Shopping missions: Are the traditional missions dated?

Fabio Martins, David Baxter and Rebecca GillIpsos, United Kingdom

INTRODUCTION

Shopping missions are as old as trading itself. Since mankind started to trade items they owned for the possessions of others, there has always been an objective and an implicit need behind the intent to trade. It did not take long for enterprising humans to take advantage of this and to start to “use” the missions in order to gain an advantage in trading: they are coming here to trade their diamonds for food, how can I optimise...

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