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How Do Emotions Influence Shopping Behavior?

Article by eMarketer Editors  |  Aug 20, 2018
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How Do Emotions Influence Shopping Behavior?
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eMarketer Podcast
Digital Shoppers & Buyers
United States

Subscribe to the "Behind the Numbers" podcast on SoundCloud, Apple Podcasts, or Stitcher.

In the latest episode of "Behind the Numbers," eMarketer analyst Andrew Lipsman discusses how emotions play a role in shopping behavior even if consumers don't think that they do. 

In fact, a recent study from analytics firm Clicktale found that while 78% of UK and US internet users believe they're rational when they shop, another 30% said they shop to calm down. Meanwhile, 74% said they have "stress-shopped" in the past. 

UK and US Consumers Who Stress Shop*, by Age, March 2018 (% of respondents in each group)
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