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To buy or not to buy: What you decide affects how you'll feel next time
03-07-2007 · EurekAlert!Consumers spend substantial proportions of their expenditures on products they had not intended to buy. Correspondingly, marketers spend billions of dollars every year trying to create moments of purchase serendipity. But how do consumers feel after they've been confronted with temptation? A new article from the Journal of Consumer Research investigates the mixed emotions that result from unexpected shopping opportunities -- such as surprise sales -- and explores whether these emotions affect our response to tempting offers in the future.
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Keywords: buy, decide, affects, feel, next, time, affect
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