Higher levels of stress lead Russians to go shopping and make various purchases 17% more frequently. Additionally, in times of greater stress, the average purchase price increases. Experts from ROMIR and the Neiry biotechnology laboratory reached these conclusions as a result of a joint study.
The research was carried out using the methods of classical sociology, as well as using Neiry’s technological solutions. The experts monitored the main physiological signals of the respondents: EEG, PPG, head movement.
The researchers divided the respondents into two age categories: from 18 to 29 years old with an income of more than 150 thousand rubles per family member and from 30 to 50 years old with an income of more than 200 thousand rubles. In total, experts analyzed more than a thousand metrics that provide information about a person’s daily life and preferences.
As a result of the work, experts established a correlation between a person’s physiological parameters and their behavior as a consumer at neutral and high levels of stress.
What the study showed
In the first category, with respondents aged 18 to 29, participants were 7% more likely to go shopping during times of heightened stress. At the same time, respondents in this group were inclined to spend less than usual: the average bill decreased by 13%.
In the second category, with older participants in the study, the frequency of purchases during times of stress increased by 17%. However, unlike the first group, respondents not only did not reduce the average bill, but even increased it slightly: 2%.
According to ROMIR CEO Inna Karaeva, shopping is a way to relieve stress to a greater extent among older people.
“It seems that young people prefer to relieve stress in other ways; shopping in this case is not a priority,” he explained. Inna Karaeva.
Author:
Natalia Gormaleva
Source: RB
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