In reality, making a purchase is usually emotional. Studies show that people buy with their hearts more than their heads. Sometimes, people buy on impulse because they like what they see, or they buy because they feel unhappy and think the purchase will make them happy. Sometimes they buy because they feel guilty or because their friend is buying something. The following are two dimensions of shopping experiences: Understanding these dimensions can provide insight into consumer behavior. Consumers can also be categorized into the following three categories: Discuss some of the emotions that you might feel when buying a product or service. If you had to name what type of consumer you are, what would it be? Complete the following:
