The document presents findings from a survey of 322 people on retail therapy and shopping habits. Key findings include:
- Gender is related to shopping to improve mood, with 51.9% of women reporting they shop to improve their mood compared to 17.5% of men.
- Both men and women prefer other activities besides shopping like exercise and talking to friends/family to improve their mood.
- Men prefer to shop with others more than women, and happiness is the most common post-purchase emotion from retail therapy.
- Women are more likely than men to spend $26-$500 per week on shopping, and feel best after buying clothing and travel while men prefer special interests and entertainment.
The presentation discussed 4 key customer groups - Baby Boomers, Generation X, Generation Y/Millennials, and women - and how to effectively market to each. It emphasized that women influence over 80% of household purchases and control large portions of spending. The concept of "Sheconomics" was introduced, highlighting the economic opportunities in marketing directly to women. Overall, the presentation argued that understanding differences in customer groups, especially generational and gender differences, is crucial for businesses to connect with tomorrow's customers.
Negative Advertising in Election CampaingnsZeljko Zidaric
See YouTube video
https://www.youtube.com/watch?v=sd2btvyThuc
Contrary to what people say, negative advertising is a useful and effective tool in election campaigns. The term negative is used to indicate that your opponent(s) are the focus of your advertising, while positive advertising has a focus on you. Positive advertising shows why you are the best option and negative advertising shows why your opponent is not the best option.
Maybe a better term to use is COMPARATIVE advertising, with objective to compare and contrast options, which gives voters more information so that they can see the big picture rather than just the limited and exaggerated hype of a positive campaign.
There is a lot of psychological strategy involved in a negative ad - maybe more than in a positive ad. The use of the primary emotions of fear and anger are used to either suppress or mobilize voters.
As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
Miguel Barbosa, Simolone Sense Reviews Geoffery Millers SpentMShareS
The document provides an outline and summary of key points from the book "Sex, Evolution, & Consumer Behavior" by Geoffrey Miller. Some of the main ideas discussed include:
1. Consumerism is driven by human instincts to display desirable traits through the goods and services we purchase in order to attract mates and gain status.
2. Marketing plays on these instincts by creating desires for products that signal traits like intelligence, personality, and values.
3. Many purchases are motivated by "conspicuous consumption" and wasting resources to signal one's wealth and ability to afford expensive items, even if they have no functional purpose.
4. Various products are used as proxies for traits like conscient
Riding the Age Wave: Will Your Club Sink or Swim?theGrapevine411
Riding the Age Wave: Will your club sink or swim? discusses how the aging population, specifically baby boomers and the responsible generation, will reshape supply and demand for businesses. Approximately 78 million boomers and 32 million from the responsible generation will be over 50 years old within 20 years, with 80% of population growth coming from those over 50. To succeed, businesses need to understand the motivations, behaviors, and preferences of these generations in order to adapt their marketing, programs, and services to attract and retain older adult customers.
Slides that go with this video on how a candidate can use anger (righteous indignation) in an election campaign
https://www.youtube.com/watch?v=IgmzIrAG318
Behavioral Economics and Decision Makingneerupaharia
The document summarizes key concepts from behavioral economics relating to how human decision making is influenced by cognitive and emotional factors. It discusses how the brain has an "elephant" part driven by emotion and an "rider" part driven by rational thought, but the elephant often dominates decision making. It provides examples of how framing effects, biases, heuristics, loss aversion, reference points and more can impact judgments and choices in systematic and sometimes irrational ways compared to standard economic assumptions of rational actors.
The presentation discussed 4 key customer groups - Baby Boomers, Generation X, Generation Y/Millennials, and women - and how to effectively market to each. It emphasized that women influence over 80% of household purchases and control large portions of spending. The concept of "Sheconomics" was introduced, highlighting the economic opportunities in marketing directly to women. Overall, the presentation argued that understanding differences in customer groups, especially generational and gender differences, is crucial for businesses to connect with tomorrow's customers.
Negative Advertising in Election CampaingnsZeljko Zidaric
See YouTube video
https://www.youtube.com/watch?v=sd2btvyThuc
Contrary to what people say, negative advertising is a useful and effective tool in election campaigns. The term negative is used to indicate that your opponent(s) are the focus of your advertising, while positive advertising has a focus on you. Positive advertising shows why you are the best option and negative advertising shows why your opponent is not the best option.
Maybe a better term to use is COMPARATIVE advertising, with objective to compare and contrast options, which gives voters more information so that they can see the big picture rather than just the limited and exaggerated hype of a positive campaign.
There is a lot of psychological strategy involved in a negative ad - maybe more than in a positive ad. The use of the primary emotions of fear and anger are used to either suppress or mobilize voters.
As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
Miguel Barbosa, Simolone Sense Reviews Geoffery Millers SpentMShareS
The document provides an outline and summary of key points from the book "Sex, Evolution, & Consumer Behavior" by Geoffrey Miller. Some of the main ideas discussed include:
1. Consumerism is driven by human instincts to display desirable traits through the goods and services we purchase in order to attract mates and gain status.
2. Marketing plays on these instincts by creating desires for products that signal traits like intelligence, personality, and values.
3. Many purchases are motivated by "conspicuous consumption" and wasting resources to signal one's wealth and ability to afford expensive items, even if they have no functional purpose.
4. Various products are used as proxies for traits like conscient
Riding the Age Wave: Will Your Club Sink or Swim?theGrapevine411
Riding the Age Wave: Will your club sink or swim? discusses how the aging population, specifically baby boomers and the responsible generation, will reshape supply and demand for businesses. Approximately 78 million boomers and 32 million from the responsible generation will be over 50 years old within 20 years, with 80% of population growth coming from those over 50. To succeed, businesses need to understand the motivations, behaviors, and preferences of these generations in order to adapt their marketing, programs, and services to attract and retain older adult customers.
Slides that go with this video on how a candidate can use anger (righteous indignation) in an election campaign
https://www.youtube.com/watch?v=IgmzIrAG318
Behavioral Economics and Decision Makingneerupaharia
The document summarizes key concepts from behavioral economics relating to how human decision making is influenced by cognitive and emotional factors. It discusses how the brain has an "elephant" part driven by emotion and an "rider" part driven by rational thought, but the elephant often dominates decision making. It provides examples of how framing effects, biases, heuristics, loss aversion, reference points and more can impact judgments and choices in systematic and sometimes irrational ways compared to standard economic assumptions of rational actors.
https://bloomerang.co/webinars-events/
In 2019, $449.64 billion was donated to charities in the US. Last year, giving increased more than 10% -- IN A PANDEMIC! AND - 80% of these contributions are made by people. Yet many nonprofits lose 1/3 of their donors each year. Are you ready to get off the treadmill (donors on... donors off... donors on... donors off...)?
One of the keys to building a successful individual giving program is by building and deepening rapport with your donors. This goes well beyond sending timely thank you notes and a quarterly newsletter. In this webinar, you'll learn the techniques you can use to solicit larger gifts from your donors, while deepening their loyalty to your organization.
ThinkNow partnered with Klick Health to address the insight gaps in healthcare marketing geared toward Hispanic communities. To honor the nuances of Hispanic health within the community versus continuing to center the non-Hispanic experience as the baseline for analysis, we looked at the intricacies of Hispanic health attitudes and behaviors through Hispanic identity, age and acculturation, and gender and sexuality.
Top 10 Question from Ch 6 of Kotler's Marketing Management Bookzennia
The document contains a set of learning questions and answers about factors that influence consumer behavior such as cultural, social, personal, and behavioral influences. It also discusses concepts like reference groups, subculture influences, brand personality, motivation theories, consumer decision making processes, and how consumers use and dispose of products.
The document provides a summary of articles on various behavioral science topics. In 3 sentences:
The first article discusses how toy manufacturers use commitment and consistency tactics to increase post-Christmas toy sales. Another article finds that priming healthcare workers with citrus smells and male eyes above hand sanitizer stations increased sanitizer use. The final article examines whether highlighting time or money is more effective for different product types, finding time framing led to more positive attitudes for experiential purchases while money framing worked better for luxury goods.
Why she buys: female shopper marketing Huanchao Tang
This document discusses gender differences and how to market to women. It notes that gender is the most powerful determinant of how people view the world. There are cognitive differences between male and female brains, such as women having better memories for details and avoiding conflict more. Women also value social harmony and empathy in relationships. The document then discusses how women influence over 60% of purchases and are a large part of the economy. It provides tips for marketing to women, such as using storytelling and emotional appeals rather than sex appeals. Mastering female culture is seen as key to success for many brands.
This document discusses engaging African American and other minority men. It aims to review best practices for recruiting men and discuss innovative ways to engage them. Some key challenges to engagement include relationship conflicts, parenting knowledge, income deficiencies, and negative media portrayals. Best practices include building relationships through mentoring, empowering men, and creating culturally sensitive programs.
Y&R Study Results: Secrets and lies sept 19Leonard Murphy
This document describes a study that used both explicit and implicit questioning methods to gain a deeper understanding of consumer values, attitudes, and brands. The study found that consciously reported values and brand preferences often differed significantly from unconscious motivations. Globally, a new mainstream consumer profile is emerging defined by individuality, fluid identities, and comfort with complexity rather than conformity. This "Generation World" shares a sense of empowerment from technology and feels marketers do not fully understand them. The study suggests marketers should move away from targeting single homogeneous segments and instead acknowledge consumers' paradoxical motivations.
The document discusses differences between men and women in their behaviors, thought processes, shopping habits, and responses to marketing. It notes that men and women are biologically, hormonally, and neurologically different from conception. These differences influence how men and women approach tasks like shopping, with men more focused on immediate rewards and women more likely to thoroughly research options. The document provides tips for effectively marketing to both genders by acknowledging their differing priorities, communication styles, and decision-making processes.
1) Research found that placing healthy foods to the left of unhealthy foods on menus and shelves can nudge people towards choosing healthier options by taking advantage of how the brain mentally maps magnitudes from left to right.
2) A study examined the neural correlates of altruism motivated by either compassion or reciprocity and found both activated similar brain regions but with different communication patterns between areas.
3) Additional research showed that a simple thank you can be more effective at making customers feel appreciated than minor financial rewards, which can undermine genuine gratitude by making it seem transactional.
The document discusses the significant economic power and influence of women as consumers and business owners in the United States. It notes that women control over half of personal wealth, make over 80% of purchasing decisions, and own 41% of businesses. The document advocates for marketing directly to women by designing products and services with their needs and preferences in mind, communicating in a way that appeals to women, and leveraging corporate social responsibility programs that women value.
This document defines key concepts in marketing and consumer behavior. It discusses how marketing is a social and managerial process by which individuals obtain products to satisfy needs and wants. It also outlines factors that influence consumer behavior, such as cultural, social, personal and psychological factors. These factors shape the consumer's decision making process of problem recognition, information search, evaluation and purchase.
This document describes a study that used both explicit and implicit questioning methods to gain a deeper understanding of consumer values, attitudes, and brands. The study found that consciously reported values and brand preferences often differed significantly from unconscious motivations. This suggests consumers have conflicting inner drives and a more complex psyche than traditional segmentation allows. The study also identified a new consumer group called "Generation World" that defies traditional demographics and values individuality, fluid identity, and empowerment through technology. This group feels marketers do not understand their multidimensional nature. The findings imply a need for marketing that speaks to universal tensions rather than singular concepts.
The document provides an overview of the Myers-Briggs Type Indicator (MBTI) personality assessment. It discusses that MBTI is based on Carl Jung's model of personality types defined by preferences on four dichotomies: Extraversion vs Introversion, Sensing vs Intuition, Thinking vs Feeling, and Judging vs Perceiving. For each dichotomy, it provides descriptions of the key words associated with each preference type and asks the reader to self-identify their own preferences. It then provides scenarios and questions to further aid in determining one's personality type according to MBTI.
The document summarizes a study on the relationship between age and generosity. The study hypothesized that the older population is more generous with donations than the young population. A survey was conducted of 118 people on Facebook and elsewhere, asking about donation amounts, motives for giving, and charities supported. The results disproved the initial hypothesis, finding that both younger and older groups are altruistic, just in different ways - younger people tend to donate time, while older people donate money and have specific charities they support regularly. The study concluded that people of all ages are inclined to help others through acts of generosity.
This document summarizes a webinar about assessing culture to increase awareness and use of Oregon Problem Gambling Resources. It discusses collecting data on: concern for problem gambling behaviors using vignettes; perceived stigma using a scale; situations to intervene; and attitudes predicting accessing resources. A behavioral model is presented involving values, attitudes/beliefs, willingness, behavior. Data will be collected on these constructs and demographics using online surveys with 300 Oregon adults to understand cultural factors that could increase awareness and use of problem gambling treatment programs.
The document discusses why diversity is important for organizations and what barriers can get in the way of diversity. It argues that diversity leads to better problem solving, innovation, and competitive advantage. However, stereotypes, biases, and a lack of inclusion can prevent organizations from benefiting from diversity. The document provides strategies for overcoming these barriers, such as challenging assumptions, pursuing understanding over judgment, and creating an inclusive culture.
This document discusses how qualitative research can learn from behavioral economics. It notes that qualitative research often focuses on understanding needs and motivations but fails to capture unconscious behaviors shaped by context. Behavioral economics teaches that automatic habits and heuristics influenced more by context than articulated wants/needs. The document advocates for techniques like cognitive interviewing used by police to help interviewees access unconscious behaviors by recreating contexts through narrative-building discussions. This helps qualitative research provide a more complete picture of consumer choices.
This document discusses how qualitative research can learn from behavioral economics. It notes that qualitative research often focuses on understanding needs and motivations but that behaviors are also shaped by automatic, unconscious responses to contextual factors. It advocates applying techniques from cognitive interviewing used by police to help interviewees better recall contextual details of past behaviors. Recreating contexts in this way can help uncover unconscious influences like habits and heuristics that qualitative research may otherwise miss. The document concludes by arguing qualitative researchers should commit to interpretive roles to provide meaningful insights into consumer choices.
Top 10 Question from Ch 6 of Kotler's Marketing Management Book zennia
This document contains a summary of key concepts from Chapter 6 on analyzing consumer markets, including:
- Consumer behavior is influenced by cultural, social, personal, and psychological factors except behavioral factors.
- Reference groups, family, and social roles influence consumer behavior through social factors.
- Subcultures like nationality, religion, race, and geography region also impact consumer behavior through cultural factors.
- The consumer decision process involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
https://bloomerang.co/webinars-events/
In 2019, $449.64 billion was donated to charities in the US. Last year, giving increased more than 10% -- IN A PANDEMIC! AND - 80% of these contributions are made by people. Yet many nonprofits lose 1/3 of their donors each year. Are you ready to get off the treadmill (donors on... donors off... donors on... donors off...)?
One of the keys to building a successful individual giving program is by building and deepening rapport with your donors. This goes well beyond sending timely thank you notes and a quarterly newsletter. In this webinar, you'll learn the techniques you can use to solicit larger gifts from your donors, while deepening their loyalty to your organization.
ThinkNow partnered with Klick Health to address the insight gaps in healthcare marketing geared toward Hispanic communities. To honor the nuances of Hispanic health within the community versus continuing to center the non-Hispanic experience as the baseline for analysis, we looked at the intricacies of Hispanic health attitudes and behaviors through Hispanic identity, age and acculturation, and gender and sexuality.
Top 10 Question from Ch 6 of Kotler's Marketing Management Bookzennia
The document contains a set of learning questions and answers about factors that influence consumer behavior such as cultural, social, personal, and behavioral influences. It also discusses concepts like reference groups, subculture influences, brand personality, motivation theories, consumer decision making processes, and how consumers use and dispose of products.
The document provides a summary of articles on various behavioral science topics. In 3 sentences:
The first article discusses how toy manufacturers use commitment and consistency tactics to increase post-Christmas toy sales. Another article finds that priming healthcare workers with citrus smells and male eyes above hand sanitizer stations increased sanitizer use. The final article examines whether highlighting time or money is more effective for different product types, finding time framing led to more positive attitudes for experiential purchases while money framing worked better for luxury goods.
Why she buys: female shopper marketing Huanchao Tang
This document discusses gender differences and how to market to women. It notes that gender is the most powerful determinant of how people view the world. There are cognitive differences between male and female brains, such as women having better memories for details and avoiding conflict more. Women also value social harmony and empathy in relationships. The document then discusses how women influence over 60% of purchases and are a large part of the economy. It provides tips for marketing to women, such as using storytelling and emotional appeals rather than sex appeals. Mastering female culture is seen as key to success for many brands.
This document discusses engaging African American and other minority men. It aims to review best practices for recruiting men and discuss innovative ways to engage them. Some key challenges to engagement include relationship conflicts, parenting knowledge, income deficiencies, and negative media portrayals. Best practices include building relationships through mentoring, empowering men, and creating culturally sensitive programs.
Y&R Study Results: Secrets and lies sept 19Leonard Murphy
This document describes a study that used both explicit and implicit questioning methods to gain a deeper understanding of consumer values, attitudes, and brands. The study found that consciously reported values and brand preferences often differed significantly from unconscious motivations. Globally, a new mainstream consumer profile is emerging defined by individuality, fluid identities, and comfort with complexity rather than conformity. This "Generation World" shares a sense of empowerment from technology and feels marketers do not fully understand them. The study suggests marketers should move away from targeting single homogeneous segments and instead acknowledge consumers' paradoxical motivations.
The document discusses differences between men and women in their behaviors, thought processes, shopping habits, and responses to marketing. It notes that men and women are biologically, hormonally, and neurologically different from conception. These differences influence how men and women approach tasks like shopping, with men more focused on immediate rewards and women more likely to thoroughly research options. The document provides tips for effectively marketing to both genders by acknowledging their differing priorities, communication styles, and decision-making processes.
1) Research found that placing healthy foods to the left of unhealthy foods on menus and shelves can nudge people towards choosing healthier options by taking advantage of how the brain mentally maps magnitudes from left to right.
2) A study examined the neural correlates of altruism motivated by either compassion or reciprocity and found both activated similar brain regions but with different communication patterns between areas.
3) Additional research showed that a simple thank you can be more effective at making customers feel appreciated than minor financial rewards, which can undermine genuine gratitude by making it seem transactional.
The document discusses the significant economic power and influence of women as consumers and business owners in the United States. It notes that women control over half of personal wealth, make over 80% of purchasing decisions, and own 41% of businesses. The document advocates for marketing directly to women by designing products and services with their needs and preferences in mind, communicating in a way that appeals to women, and leveraging corporate social responsibility programs that women value.
This document defines key concepts in marketing and consumer behavior. It discusses how marketing is a social and managerial process by which individuals obtain products to satisfy needs and wants. It also outlines factors that influence consumer behavior, such as cultural, social, personal and psychological factors. These factors shape the consumer's decision making process of problem recognition, information search, evaluation and purchase.
This document describes a study that used both explicit and implicit questioning methods to gain a deeper understanding of consumer values, attitudes, and brands. The study found that consciously reported values and brand preferences often differed significantly from unconscious motivations. This suggests consumers have conflicting inner drives and a more complex psyche than traditional segmentation allows. The study also identified a new consumer group called "Generation World" that defies traditional demographics and values individuality, fluid identity, and empowerment through technology. This group feels marketers do not understand their multidimensional nature. The findings imply a need for marketing that speaks to universal tensions rather than singular concepts.
The document provides an overview of the Myers-Briggs Type Indicator (MBTI) personality assessment. It discusses that MBTI is based on Carl Jung's model of personality types defined by preferences on four dichotomies: Extraversion vs Introversion, Sensing vs Intuition, Thinking vs Feeling, and Judging vs Perceiving. For each dichotomy, it provides descriptions of the key words associated with each preference type and asks the reader to self-identify their own preferences. It then provides scenarios and questions to further aid in determining one's personality type according to MBTI.
The document summarizes a study on the relationship between age and generosity. The study hypothesized that the older population is more generous with donations than the young population. A survey was conducted of 118 people on Facebook and elsewhere, asking about donation amounts, motives for giving, and charities supported. The results disproved the initial hypothesis, finding that both younger and older groups are altruistic, just in different ways - younger people tend to donate time, while older people donate money and have specific charities they support regularly. The study concluded that people of all ages are inclined to help others through acts of generosity.
This document summarizes a webinar about assessing culture to increase awareness and use of Oregon Problem Gambling Resources. It discusses collecting data on: concern for problem gambling behaviors using vignettes; perceived stigma using a scale; situations to intervene; and attitudes predicting accessing resources. A behavioral model is presented involving values, attitudes/beliefs, willingness, behavior. Data will be collected on these constructs and demographics using online surveys with 300 Oregon adults to understand cultural factors that could increase awareness and use of problem gambling treatment programs.
The document discusses why diversity is important for organizations and what barriers can get in the way of diversity. It argues that diversity leads to better problem solving, innovation, and competitive advantage. However, stereotypes, biases, and a lack of inclusion can prevent organizations from benefiting from diversity. The document provides strategies for overcoming these barriers, such as challenging assumptions, pursuing understanding over judgment, and creating an inclusive culture.
This document discusses how qualitative research can learn from behavioral economics. It notes that qualitative research often focuses on understanding needs and motivations but fails to capture unconscious behaviors shaped by context. Behavioral economics teaches that automatic habits and heuristics influenced more by context than articulated wants/needs. The document advocates for techniques like cognitive interviewing used by police to help interviewees access unconscious behaviors by recreating contexts through narrative-building discussions. This helps qualitative research provide a more complete picture of consumer choices.
This document discusses how qualitative research can learn from behavioral economics. It notes that qualitative research often focuses on understanding needs and motivations but that behaviors are also shaped by automatic, unconscious responses to contextual factors. It advocates applying techniques from cognitive interviewing used by police to help interviewees better recall contextual details of past behaviors. Recreating contexts in this way can help uncover unconscious influences like habits and heuristics that qualitative research may otherwise miss. The document concludes by arguing qualitative researchers should commit to interpretive roles to provide meaningful insights into consumer choices.
Top 10 Question from Ch 6 of Kotler's Marketing Management Book zennia
This document contains a summary of key concepts from Chapter 6 on analyzing consumer markets, including:
- Consumer behavior is influenced by cultural, social, personal, and psychological factors except behavioral factors.
- Reference groups, family, and social roles influence consumer behavior through social factors.
- Subcultures like nationality, religion, race, and geography region also impact consumer behavior through cultural factors.
- The consumer decision process involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
Similar to MKTG470 Retail Therapy Final Project (20)
Top 10 Question from Ch 6 of Kotler's Marketing Management Book
MKTG470 Retail Therapy Final Project
1. Retail TherapyRetail Therapy
Final ReportFinal Report
Eric NelsonEric Nelson
Meghan GabrielsonMeghan Gabrielson
Michelle KnaflaMichelle Knafla
Vivian TranVivian Tran
Brittany WootenBrittany Wooten
2. Table of ContentsTable of Contents
Section I: Key FindingsSection I: Key Findings
Section II: Methodology and BackgroundSection II: Methodology and Background
Section III: FindingsSection III: Findings
Value, Attitudes, and OpinionValue, Attitudes, and Opinion
Activities to Improve MoodActivities to Improve Mood
Effect of Specific PurchasesEffect of Specific Purchases
DemographicsDemographics
Section IV: ConclusionsSection IV: Conclusions
Section V: RecommendationsSection V: Recommendations
3. Key FindingsKey Findings
Gender is related to shopping to improve moodGender is related to shopping to improve mood
17.5% of men said they shopped to improve their mood while17.5% of men said they shopped to improve their mood while
51.9% of women said they shopped to improve their mood51.9% of women said they shopped to improve their mood ..
Contrary to our qualitative findings, students indicated thatContrary to our qualitative findings, students indicated that
they spend more time participating in alternative activities,they spend more time participating in alternative activities,
besides retail therapy, to improve their moodbesides retail therapy, to improve their mood
Men prefer to shop with others more than women prefer to shop with othersMen prefer to shop with others more than women prefer to shop with others
Happiness is the most common post purchase emotion associated with retailHappiness is the most common post purchase emotion associated with retail
therapytherapy
4. Key FindingsKey Findings
18% of women will spend $26-$500/week18% of women will spend $26-$500/week
12% of men spend $26-$500/week12% of men spend $26-$500/week
Women feel best after spending money on clothingWomen feel best after spending money on clothing
and traveland travel
Men feel best after spending money on specialMen feel best after spending money on special
interests and entertainmentinterests and entertainment
Of the people who shop to improve their mood, theyOf the people who shop to improve their mood, they
are more likely to be in relationship or marriedare more likely to be in relationship or married
6. MethodologyMethodology
Surveyed 322 peopleSurveyed 322 people
17% were 65 and older17% were 65 and older
33% were 45 to 64 years old33% were 45 to 64 years old
50% were 18 to 44 years old50% were 18 to 44 years old
Surveys were conducted from March 25, 2014 to April 7, 2014Surveys were conducted from March 25, 2014 to April 7, 2014
Marketing Research students designed and analyzed the researchMarketing Research students designed and analyzed the research
survey under the guidance of Dr. Mary Celsisurvey under the guidance of Dr. Mary Celsi
7. LimitationsLimitations
A larger sample size would have made for more statisticallyA larger sample size would have made for more statistically
significant resultssignificant results
““Respondents constitute a small nonrandom sample of relevantRespondents constitute a small nonrandom sample of relevant
consumers and are therefore not statistically representative of theconsumers and are therefore not statistically representative of the
universe from which they have been drawn.”universe from which they have been drawn.”
Probability based sample would have been preferred to aProbability based sample would have been preferred to a
non-probability convenience samplenon-probability convenience sample
Limited to a short data collection period (1 week)Limited to a short data collection period (1 week)
Responses to questions were subjective to participants’Responses to questions were subjective to participants’
interpretationinterpretation
8. Research ObjectivesResearch Objectives
Validate our findings from ourValidate our findings from our
qualitative project withqualitative project with
statistical significance.statistical significance.
Discover the shoppingDiscover the shopping
tendencies of men and womentendencies of men and women
and the role emotions play inand the role emotions play in
those tendencies.those tendencies.
We also wanted to explore otherWe also wanted to explore other
mechanisms for dealing withmechanisms for dealing with
emotions, and compareemotions, and compare
participation in those activitiesparticipation in those activities
to retail therapyto retail therapy
In addition, we wanted to find
out what people buy at a time of
extreme emotion…
Clothes?
Technology?
Leisure?
Food?
Social activities?
9. Research on ShoppingResearch on Shopping
52% (64% of women and 40% of men) admit to engaging in52% (64% of women and 40% of men) admit to engaging in
“retail therapy (TNS Global)“retail therapy (TNS Global)
“…“…people who suffer from compulsive shopping orpeople who suffer from compulsive shopping or
spending often spend money when they are experiencingspending often spend money when they are experiencing
negative feelings such as disappointment, anger or fear”negative feelings such as disappointment, anger or fear”
(Chamberlain)(Chamberlain)
““Feeling sad leads to self-centered thinking -- and this, inFeeling sad leads to self-centered thinking -- and this, in
turn, can lead to a greater likelihood of dropping extraturn, can lead to a greater likelihood of dropping extra
cash on something to make you feel better” (Childs)cash on something to make you feel better” (Childs)
““If there’s one antidote to emotional distress, it’s humanIf there’s one antidote to emotional distress, it’s human
connection. We’re a species that’s meant to be with others.connection. We’re a species that’s meant to be with others.
Whether that takes place over dinner, at home, or at theWhether that takes place over dinner, at home, or at the
mall, it’s therapeutic” (Yarrow)mall, it’s therapeutic” (Yarrow)
11. FindingsFindings
Both men and women share common valuesBoth men and women share common values
Gender is related to feelings about shoppingGender is related to feelings about shopping
Gender is related to shopping to improve moodGender is related to shopping to improve mood
17.5% of men said they shopped to improve their17.5% of men said they shopped to improve their
mood while 51.9% of women said they shopped tomood while 51.9% of women said they shopped to
improve their moodimprove their mood..
12. The Importance of Values betweenThe Importance of Values between
Males and FemalesMales and Females
Gender did not
show a significant
difference for most
statements in
determining which
values people rank
as being
important.
13. Shopping Habits of Males andShopping Habits of Males and
FemalesFemales
• Females generally like
to shop more than men
and more likely to be
considered a
‘shopoholic.’
p<.05
• Both males and
females are the same
in these categories:
• Being thrifty
• Feeling good after
resisting the
temptation to buy
p=n.s
14. Is there a difference?Is there a difference?
Only 59% of participants ‘rarely or never’ shop to improve their mood; however
62% of participants ‘rarely or never’ make a purchase to improve their mood
16. FindingsFindings
Both men and women are more likely to participate in other activities besidesBoth men and women are more likely to participate in other activities besides
shopping to improve their moodshopping to improve their mood
Exercise and Talking with Friends and Family were the top 2 choices (in both first andExercise and Talking with Friends and Family were the top 2 choices (in both first and
second choices)second choices)
More respondents shopped out of necessity, but 38% sometimes shopped just for funMore respondents shopped out of necessity, but 38% sometimes shopped just for fun
and 30% sometimes shopped to improve their moodand 30% sometimes shopped to improve their mood
Men prefer to shop with others more than women prefer to shop with othersMen prefer to shop with others more than women prefer to shop with others
The mood people shop to improve most is ‘stressed’ (16%)The mood people shop to improve most is ‘stressed’ (16%)
Happiness is the most common post purchase emotion associated with retail therapyHappiness is the most common post purchase emotion associated with retail therapy
Online and department stores are most popular place where respondents shopOnline and department stores are most popular place where respondents shop
18% of women will spend $26-$500/week18% of women will spend $26-$500/week
12% of men spend $26-$500/week12% of men spend $26-$500/week
17. Activities Used to ImproveActivities Used to Improve
MoodMood
• 86% of
respondents use
talking to friends
and family as a
means to improve
their mood.
18. Continued…Continued…
36% of respondents listed Exercise as their first or second activity to improve their mood
38% of respondents listed Talking to friends/family as their first or second activity to
improve their mood
8% of respondents listed shopping as their first or second activity to improve their mood
19. Reasons for ShoppingReasons for Shopping
38% of respondents
sometimes shop just for
fun
30% sometimes shop to
improve their mood
68% of respondents
often shop out of
necessity
20. How Respondents Prefer to Shop BasedHow Respondents Prefer to Shop Based
on Genderon Gender
• Men and women
both like to shop
alone
• Men like to shop
with others more
than women like
to shop with others
21. How Often Respondents Shop toHow Often Respondents Shop to
Improve MoodImprove Mood
Evenly split:
30% Sometimes
31% Rarely
29% Never
22. Why do people shop to improveWhy do people shop to improve
mood?mood?
• Most respondents (30%)
stated that none of these
moods cause them to
shop
• Stress was the mood that
caused the most
respondents (16%) to
shop
23. Post Purchase FeelingsPost Purchase Feelings
24% of
respondents felt
happy after making
a purchase to
improve their mood
Only 1% felt sad
10% felt relaxed
24. How long do these feelingsHow long do these feelings
last…last…
Shopping to
improve your mood
typically has a short
term effect- from
hours to a day or two
25. Where do you engage in RetailWhere do you engage in Retail
Therapy?Therapy?
18% of
respondents shop
online
17% of
respondents shop in
Department stores
26. How much each genderHow much each gender
spends…spends…
39% of men spent
$25 or less per week
31% of women spent
$25 or less per week
18% of women will
spend $26-$500/week
12% of men spend
$26-$500/week
27. How often males/females trackHow often males/females track
spending…spending…
Men and WomenMen and Women
generally trackgenerally track
their spendingtheir spending
once a weekonce a week
28. The Effect of Specific
The Effect of Specific
Purchases
Purchases
29. FindingsFindings
Clothing/Shoes, Jewelry, Entertainment, Cosmetics,Clothing/Shoes, Jewelry, Entertainment, Cosmetics,
Social Activities, Travel typically make people feelSocial Activities, Travel typically make people feel
betterbetter
Women feel best after spending money on clothingWomen feel best after spending money on clothing
and traveland travel
Men feel best after spending money on specialMen feel best after spending money on special
interests and entertainmentinterests and entertainment
Respondents that reported that they shop to improve their moodRespondents that reported that they shop to improve their mood
usually …usually …
Love to shop (in general)Love to shop (in general)
Feel excited when shoppingFeel excited when shopping
Can be impulsiveCan be impulsive
30. What people buy whenWhat people buy when
shopping…shopping…
Significant:
Clothing/Shoes
Jewelry
Entertainment
Cosmetics
Social Activities
Travel
P<.05
These items
generally make
people feel better
31. What makes who feel best…What makes who feel best…
Women feel bestWomen feel best
after spendingafter spending
money on clothingmoney on clothing
and traveland travel
Men feel best afterMen feel best after
spending money onspending money on
special interestsspecial interests
and entertainmentand entertainment
32. Feelings when RetailFeelings when Retail
‘Theraping’‘Theraping’
Respondents that reported
that they shop to improve
their mood usually …
Love to shop (in
general)
Feel excited when
shopping
Can be impulsive
34. FindingsFindings
50% of respondents living in a household with a monthly income50% of respondents living in a household with a monthly income
of $2001-2500 are more likely to engage in retail therapyof $2001-2500 are more likely to engage in retail therapy
Of the people who shop to improve their mood, they are moreOf the people who shop to improve their mood, they are more
likely to be in relationship or marriedlikely to be in relationship or married
13% of participants have an associates degree13% of participants have an associates degree
50% of this segment shops to improve their mood50% of this segment shops to improve their mood
Males typically work more hours per weekMales typically work more hours per week
More males live in a household with a higher monthly incomeMore males live in a household with a higher monthly income
Respondents who have NO monthly household income are moreRespondents who have NO monthly household income are more
likely to participate in retail therapy than those respondentslikely to participate in retail therapy than those respondents
who live in a household with a monthly income of $11,001-who live in a household with a monthly income of $11,001-
$15000$15000
35. Who we surveyed…Who we surveyed…
As a class, weAs a class, we
surveyed thesurveyed the
gendersgenders
equally.equally.
36. Relationship Status Effect on RetailRelationship Status Effect on Retail
TherapyTherapy
Of the people who
shop to improve their
mood, they are more
likely to be in
relationship or
married
37. Education Level and RetailEducation Level and Retail
TherapyTherapy
50% of those who
shop to improve their
mood have an
Associate’s Degree
p=n.s.
13% of
participants have an
associates degree
38. Race/EthnicityRace/Ethnicity
The majority ofThe majority of
respondentsrespondents
were white; 49%were white; 49%
45% of45% of
respondentsrespondents
werewere
Asian/PacificAsian/Pacific
Islander NativeIslander Native
or Hispanicor Hispanic
39. Hours work based onHours work based on
gendergender
Males who work,
work more hours
than women, on a
weekly basis
More men are
unemployed
40. Income related to RetailIncome related to Retail
TherapyTherapy
50% of respondents
living in a household with
a monthly income of
$2001-2500 are more
likely to engage in retail
therapy
Respondents who have
NO monthly household
income are more likely to
participate in retail
therapy than those
respondents who live in a
household with a monthly
income of $11,001-$15000
41. Gender and HouseholdGender and Household
IncomeIncome
The majority of femalesThe majority of females
live in a household withlive in a household with
monthly income ofmonthly income of
$15,000+ OR $3,500-$15,000+ OR $3,500-
$5000$5000
Living at home?Living at home?
Living on own?Living on own?
Single mother?Single mother?
Doesn’t work?Doesn’t work?
The majority of malesThe majority of males
live in a household withlive in a household with
monthly income ofmonthly income of
$9501+$9501+
Live at home?Live at home?
Make more $?Make more $?
42. Respondents in Debt…Respondents in Debt…
Of our respondents, almost equal numbers reported having no debt
The number of men in debt seem to decrease with the increase in the amount of debt
There is no significance (in our research) between gender and level of debt
43. ConclusionsConclusions
Although our research shows no significance between genderAlthough our research shows no significance between gender
and debt, men did report to have higher levels of credit cardand debt, men did report to have higher levels of credit card
debt than womendebt than women men also reported to track theirmen also reported to track their
spending almost just as often as womenspending almost just as often as women
Stability and security was reported as a top value by bothStability and security was reported as a top value by both
genders, while almost half of our respondents report to havegenders, while almost half of our respondents report to have
some level of debtsome level of debt
Among those reported, stress was the highest cause forAmong those reported, stress was the highest cause for
shopping to improve their moodshopping to improve their mood over half of theover half of the
respondents reported to working 31+ hours a week.respondents reported to working 31+ hours a week.
While stress was the biggest indicator of retail therapy (16%),While stress was the biggest indicator of retail therapy (16%),
only 10% felt relaxed after engaging in retail therapyonly 10% felt relaxed after engaging in retail therapy IsIs
44. Conclusions continued…Conclusions continued…
More women live in households with a monthlyMore women live in households with a monthly
income of $2001-$2500, which has the highestincome of $2001-$2500, which has the highest
likelihood of shopping to improve a moodlikelihood of shopping to improve a mood
Those with an Associate Degree are most likely be inThose with an Associate Degree are most likely be in
early their early twentiesearly their early twenties the largest group tothe largest group to
engage in shopping as a social activityengage in shopping as a social activity
People don’t shopping and making a purchase as thePeople don’t shopping and making a purchase as the
same thingsame thing
45. RecommendationsRecommendations
Since a higher number of women live in households withSince a higher number of women live in households with
a lower monthly income, convenience stores (such as Wal-a lower monthly income, convenience stores (such as Wal-
Mart, Macy’s, JC Penny, Target) offering constant dealsMart, Macy’s, JC Penny, Target) offering constant deals
should heavily market to womenshould heavily market to women
Athletic stores should appeal to the aspect of working outAthletic stores should appeal to the aspect of working out
and the resulting benefits in advertisements – moreand the resulting benefits in advertisements – more
people prefer exercising to shoppingpeople prefer exercising to shopping
Conduct further research on women and monthlyConduct further research on women and monthly
household income to examine gap analysis – can helphousehold income to examine gap analysis – can help
determine marketing strategiesdetermine marketing strategies
Conduct further research on credit card debt and genderConduct further research on credit card debt and gender
—who makes larger purchases (quality) vs. who buys—who makes larger purchases (quality) vs. who buys
46. RecommendationsRecommendations
continued…continued…
Both genders reported that talking with friends and familyBoth genders reported that talking with friends and family
improved their mood – travel companies, entertainmentimproved their mood – travel companies, entertainment
businesses, and social hangouts (the top areas where bothbusinesses, and social hangouts (the top areas where both
genders reported spending their money) can benefit bygenders reported spending their money) can benefit by
offering group deals such as ‘girls night out’ or ‘buy oneoffering group deals such as ‘girls night out’ or ‘buy one
get one half off’ meal and drink offers to attract theseget one half off’ meal and drink offers to attract these
consumersconsumers
Research regarding average financial aid received mayResearch regarding average financial aid received may
help identify why those reported zero monthly income arehelp identify why those reported zero monthly income are
more likely to shop compared to those making $9,501 -more likely to shop compared to those making $9,501 -
$15,000$15,000
Because respondents ‘make purchases’ more frequentlyBecause respondents ‘make purchases’ more frequently
than they ‘shop,’ retail store advertising should focus onthan they ‘shop,’ retail store advertising should focus on
individual items consumers can purchase rather thanindividual items consumers can purchase rather than
focusing on their store being a shopping destinationfocusing on their store being a shopping destination
Editor's Notes
*Note: We sectioned off the findings into subcategories that reflect the sections in the Survey to make it more organized. So we know where to put the anova and crosstab graphs to the section that it most belongs to.
*note: this is an anova graph from document “anova_crosstab”