While some consumers wouldn't dare to shop in a poor mood, it may not be such as bad idea after all. A new report published in the Journal of Marketing Research suggests stress is what prevents people from overspending.
The report asserts that relaxed shoppers tend to assume products have higher value. This is because they are more likely to ask themselves how a given product will help accomplish a particular goal, while stressed consumers tend to focus less on abstract considerations and more on concrete thoughts such as price and specifications.
"Everything else being equal, consumers will be willing to pay higher prices if marketers are able to relax them first," the researchers wrote, according to MainStreet.com. "This may partly explain why luxury products and services (luxury hotels, high-end boutiques, first-class lounges, etc.) are typically provided in relaxing environments."
This underscores the value of developing a shopping environment that is calming and replete with helpful customer service, as such practices may influence shoppers to spend more. A mystery shopping strategy can help provide business owners with a view of their store atmosphere and service standards.