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Psychology of Shopping
IF YOU’VE ever wondered why some people are proud to an- nounce a great deal on a new outfi t, or why they like wine more when it’s expensive, au- thor, Philip Graves, might have the answer. Graves, one of the world’s leading experts in consumer behavior, shares his insights into the psychology of shopping in a new book, “CON- SUMEROLOGY: The Market Research Myth, the Truth about Consumers and the Psychology of Shopping.” In it, Graves explains, “It’s
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likely that there’s an evolution- ary link between the original gathering role women had, and the way they like to shop today. Women will often enjoy explor- ing new shops to get a sense of what’s available, which links back to the nurturing and pro- viding role.” Graves also notes that women appear to fi nd shop- ping far less tiring than men, and their shopping stamina is often far greater. “This may go back to the way our brains have evolved to manage tasks effi ciently,” he notes. “Gather- ing requires an ability to keep an eye out for what’s tasty, and retail environments are crowded with products and messages and require a vast amount of such fi ltering. If you’re not used to it, this can be mentally draining.” He also notes that from an early age, girls get attention, or psy-
continued on page 88 86 April 2011 INDEPENDENTRETAILER
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