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- Report
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Informed Consumerism
- 05/07/2011
Consumers are finding ways of filtering the vast array of choices available to them
Creative Commons (2011) ©Scope
Increasingly, people aspire to make well-informed decisions about purchases both prior to and at point of sale, either online, on their mobile, or in-store.
However, there is evidence that the emphasis is not necessarily on making ethical or rational choices, and many of the emerging Informed Consumerism apps focus on the emotional rather than factual elements of a product. This shift taps into the notion that emotional purchases, unlike 'rational' purchases, tend to elicit far less post-consumption guilt or regret. -
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