© 2 0 1 2 Le o B u r n e tt / A rc Wo r l d w i d e

Shoppers are fascinating, mysterious creatures. Who else can walk into a store intent on buying a gallon of milk and instead walk out with two plums and a bottle of dishwashing liquid? Leo Burnett and Arc Worldwide recently conducted research that reveals the attitudes, behaviors and motivations of shoppers from North America and Europe. Learn how people shop di�erently for televisions versus, say, jeans. Who are the dominant shoppers in di�erent categories? What factors influence their decision making? In short, who the heck are these people and what makes them tick? And tock.

For more insights and detailed research findings regarding how people shop, contact nick.jones@arcww.com.

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T H I N K E R S : Rationally driven. Seek information to help validate decisions.

When I shop categories like When I shop categories like

and I want

so I use

I doI do

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Quality Seeker Strategic SaverCheck for quality credentials

thoroughly and diligentlyLayer multiple saving strategies

to maximize value

F E E L E R S : Emotionally driven. Seek fun and pleasure from the experience.

When I shop categories like When I shop categories like

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so I useso I use

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Passionate ExplorerShop for the experience and

to discover new trends

Opportunistic AdventurerBargain shop just for spontaneous fun

D O E R S : Functionally driven. Seek to minimize time and money spent.Habitual Sprinter Dollar Defaulter

When I shop categories like

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and I want

so I use

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Default to usual choicesto minimize time and e�ort

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Look to the lowest price to simplify decisions

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