Proud shoppers buy watches, contented shoppers buy housewares

Proud shoppers buy watches, contented shoppers buy housewares: this according to a new Journal of Consumer Research paper. "If a retailer is selling products that allow the consumer to 'show off' to other people, this retailer may want to induce feelings of pride through store atmospherics or advertising. In contrast, a retailer selling primarily home furnishings might want to try to induce feelings of contentment." ,