Considering Customer Emotion in Retail Marketing Strategy
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Published in the Platt Retail Institute's Journal of Retail Analytics, this three-part series covers the Emotions in Retailing Conference presented by The Wharton School's Baker Retailing Center. These articles summarize presentations by professors from major U.S. universities about understanding consumers’ emotions – their disposition as well as the emotions triggered in the shopping process – and how those emotions affect shoppers’ behavior.
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