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Study: Emotional consumers tend to impulse buy functional goods

March 31, 2017

When consumers feel a bit out of control and go shopping, they're not inclined to hit the luxury retailers.

In fact, they're more likely to run down the household cleaning aisle, according to a study published in the Journal of Consumer Research.

Toilet paper, cleaning wipes and bleach are the standard product choices for emotional and impulse shoppers, according to a Market Watch report on the study's findings.

"Consumers who experience a loss of control are more likely to buy products that are more functional in nature, such as screwdrivers and dish detergent, because these are typically associated with problem solving, which may enhance people's sense of control," according to the study.