I hate shopping! An introspective perspective

Abstract

Shopping is widely regarded as a major leisure-time activity, but many people do not enjoy the shopping experience. Although these so-called “apathetic shoppers” comprise a large and growing segment of the population, they have attracted very little academic attention hitherto. Using an innovative research procedure - personal introspection - provides an in-depth insight into the mentality and motivations of the apathetic shopper. Highlights the sheer depth of emotion engendered by the retailing encounter; notes the social, non-shopping considerations that intrude into routine forms of consumer behaviour; and draws attention to the practical, managerial benefits that might flow from pandering to the apathetic shopper's needs. © 1996, MCB UP Limited