Business Improvement Ideas

John Carlson business improvement

Business Improvement IdeasBUSINESS IMPROVEMENT


02 JUNE 2017

20% of shoppers need to validate their choices.

Understand the emotions that drive shopping.


A very interesting paper by Kane Simms entitled, ‘The 8 Emotional States That Influence Purchase Decisions’ concludes that most purchase decisions are emotional.

The emotional states identified by Simms, and their respective importance in terms of percentage of shoppers influenced, are as follows:

Needs validation – 20%
Decision anxiety – 17%
I’m special – 16%
Got to be the first – 12%
Know it all – 11%
Buy and be done – 10%
Want some fun – 9%
Avoid remorse – 9%

Needs Validation shoppers are driven by a need to validate their choices. Decision anxiety relates to shoppers feeling overwhelmed.

Some shoppers just need to feel special and unique, while others need to feel superior by being the first. We have all met ‘know it alls’ who want to be seen as a leader or expert.

Some people respond to choice overload and frustration by making a purchase and others enjoy the ‘fun of shopping’ (whatever that is). Some shoppers view shopping as a chore and just select the easiest option.

Clearly, any individual may be impacted by one, many, or none of these drivers.

The impact can vary according to the product category and circumstances.

Notwithstanding this, it is clear that:
Emotions not directly related to the product may impact purchase behaviour
Most purchases are impacted by a range of emotions, and emotions are often more important than cognition
Marketers would do well to understand emotional drivers and the impact they can have on behaviour
Understand the emotions that drive shopping.


D. John Carlson – Adviser and Speaker – 0402 273 350 or
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D. John Calson, Ethical Marketing, branding, communication expert

From the ‘economic’, a Greater Fool has that blend of knowledge, experience, self-delusion and arrogance needed to believe he (or she) can always extract additional value from a share, a business, an individual or a community. A Greater Fool believes he or she can succeed where others have failed.

I believe a Greater Fool has a responsibility to help individuals, businesses, organisations and communities to realise their potential. My aim is to do just that – leveraging my skills as a lateral thinker, strategist and my focus on results ahead of rules.

My foolishness is best reflected in my:

– Role as a director of a number of businesses and not for profits.
– Provision of marketing advisory services to clients I like to work with.
– Frequent public speaking engagements, offering an alternative view.
– Commitment as a writer to offering another alternative view.

PICASSO CAPITAL MANAGEMENT manages investments and businesses at the cutting edge of e-commerce, online retail, online publishing and online community development. FOODBANK helps to feed those people struggling to feed themselves.

D. JOHN CARLSON ADVISORY works with a range of individuals and organisations – providing specialist services in research, strategic planning and implementation management – addressing all aspects of marketing including product development, innovation, pricing, e-commerce, branding and communication.

I am engaged by businesses, business organisations, government, and community groups to speak a range of marketing, branding and communication-related issues.

I publish THOUGHT OF THE DAY presenting alternative approaches and practical recommendations on all aspects of marketing.

My passions include building world-class brands, making the world a better place through objective, critical and lateral thought, working with people to achieve great things through customer-focused ethical marketing and spending time on my farm with my bees.