One of the many links uncovered by Integer's trip type research, presented today at the Path to Purchase Institute Shopper Marketing Institute, was between a shopper's approach to a trip and how they felt about their purchases. E.g., when shoppers thought to bring a friend along they typically felt excited or happy about overspending (figure 1). However, when shoppers go it alone they're more likely to feel guilty or annoyed by the same behavior of buying more than they planned (figure 2).
Figure1:
Figure 2:
With these emotional influencers it's no surprise that the more social modes also saw more impulse purchases. For more insight on how Shopper Modes can influence their shopping behavior, download the full presentation at the link below:
