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
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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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