Compulsive Buyers and the Emotional Rollercoaster in Shopping

Anna Saraneva, Hanken- Swedish School of Economics, Finland
Maria Saaksjarvi, Hanken- Swedish School of Economics, Finland
Shopping has changed from being a chore to an emotional experience that can absorb consumers for hours. This study examines the emotions that compulsive shoppers go through during the shopping experience. To reach a comprehensive picture of their emotions, we observe them pre-, during- and post- the shopping experience. This study was implemented using multiple methods: an online questionnaire, a digital ethnography study, and personal interviews. The results show that compulsive shoppers go though an emotional rollercoaster while shopping. Thus, they experience positive and negative emotions before, during, and after the shopping process.
[ to cite ]:
Anna Saraneva and Maria Saaksjarvi (2007) ,"Compulsive Buyers and the Emotional Rollercoaster in Shopping", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 435-450.