Researchers find out that trauma can have lifelong effects on the shopping trends of the people.
It’s a tough thing to experience any traumatic event in life, whether natural or man-made. Human beings are so often fixated on facing the trauma and not it’s lifelong events that can be attributed to facing that trauma.
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In a recent research published in the Frontiers in Psychology, researchers found out that there is a strong deviation in the consumer trends among those who experienced traumatic events.
The purpose of this research was to help and offer insights into what store owners and aid providers can stock to meet the needs of trauma-altered shoppers.
Some of the initial findings of the study indicated that the people who have faced trauma preferred to shop quickly and practically. Even after a long time span has passed, their shopping trend tends to remain the same.
Co-author Marc Rockmore, PhD, of Clark University explained that the people who have faced trauma preferred to buy products that were cost-efficient and practical rather than trying to buy products with big brand names.
In this study, researchers analysed a survey of 355 World War II veterans who faced intense combat.
The results of the study indicated that the veterans who had been engaged in intense combat exhibited shopping trends that included less loyalty to brand, more sensitive to prices, less persuaded by advertising, and more practical than their fellow veterans who experienced less intense combat.
An overall assessment revealed that intense trauma makes them more practical and economical shoppers.
Co-author Brian Wansink, PhD, Cornell Professor elaborated that this study will give insight to those people who are trying to provide relief or rebuild after a disaster about what they should stock up.
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He summarized that the study indicated that they will do well by stocking up cheaper and practical products instead of trying to stock up on big brand names.