How Mood Affects Purchasing Behavior
According to Parker-Pope (2005) shopping makes a person feel happy. To comprehend it from the psychological perspective, shopping helps to activate the main areas of the brain uplifting the mood and making a person automatically feel good. The entourage around shopping malls and peeping through decorated shop windows gets the mood going for consumers who happen to enjoy the time they spend in the malls. When Parker-Pope (2005) interviewed random shopper she penetrated consumers using words such as satisfaction and fulfilment to describe their shopping ordeal. Many felt satisfied as they got to try clothes different sorts of clothes and choose from what suited them most. Of course they could not have experienced this without coming to a shopping mall.
Parker-Pope (2005) discusses about a retailer who runs a boutique by the name of retail therapy. The philosophy that the owner follows is that she keeps products that she feels may make consumers happy and persuade them to ultimately buy the product. So Parker-Pope (2005) believes that this particular boutique owner is fully convinced that there are certain products that have the ability to enhance the mood of a person and also has the power to make them buy that product. Many scientists would agree to this theory as science has also started to believe from the positive response of consumers that the act of shopping has the ability to make them feel happy.
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