Dr. Michael Breazeale's Research Published on The Conversation
11-19-18 - Professor of Marketing Dr. Michael Breazeale's research regarding the physiological differences between those who love and those who loathe Black Friday shopping was recently published on The Conversation. Below is an excerpt from the article:
"If the thought of taking part in the annual ritual of Black Friday gives you cold chills rather than a rush of excitement, you’re not alone. For every avid bargain hunter who plans for the day as if training for a marathon, there’s someone else who stays home, secure in the knowledge that no one will trample them, shove them or invade their personal space just to get this season’s hottest deals.
It’s not just a lack of appreciation for bargains that drives this disconnect. Psychology research indicates that several factors determine which side of the shop-‘til-you-drop divide you land on. Some people just aren’t wired to enjoy the more social aspects of shopping."
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