DHL 2013 Annual Report Download - page 10

Three questions to the well-known consumer psychologist
Stephan Grünewald.
Mr Grünewald, imagine the scene: the doorbell rings, the 
courier is standing at the door and hands over a package.
It’s the online purchase you’ve been expecting. Could you
describe for us the psychology of the situation: what is the
recipient feeling at this moment?
A feeling of happiness. It’s as if you’ve just received a gift.
The  employee is, so to speak, Father Christmas for grown-
ups – one who brings presents all year round.
Can online shopping really trigger that feeling of happiness?
Virtual shopping isn’t exactly an experience for the senses.
You can’t touch, feel and try out products when you’re sitting
in front of the computer.
Online shopping is kind of an advance payment that the con-
sumer has to make in order to experience that feeling of happi-
ness when the delivery arrives. It is correct that shoppers are not
able to touch or feel the products but if you take a look at the
online shopping process chain, then – I have to say – there’s an
element of wish fulfilment there. Many consumers really dive into
catalogues or websites before they make a purchase. They asked
themselves: how can I treat myself? What style of clothing is for
me? And what could I become if I bought this or that product?
By online shopping, we spare ourselves a certain level of
mental anguish and can be more courageous or experimental. We
browse in a safe place – our own home – and avoid the public
catwalk. People tend to buy items of clothing they might not
even have tried on in the shop or allow themselves to pick out
a larger size. After all, you can try on things and pick out what
you like at home alone or with a good friend in a safe and secure
atmosphere and without having to come into contact with the
salesperson or other customers.
Moreover, online shopping disconnects you from the actual
costs of shopping. You avoid your own personal transport logis-
tics. You don’t have to leave the house and venture into packed
shops, and you don’t have to carry bags. You get it handed to
you on your own doorstep. This further enhances the feeling of
receiving a gift and also triggers a moment of surprise in addition
to the feeling of happiness.
But why is it a surprise to open a package you ordered yourself?
People resort to subconscious strategies to produce this
surprise effect. They sometimes forget what they have ordered.
Not because they are scatterbrained but because their psyche
takes over. This way they can reward themselves time and again,
triggering the feeling of receiving a gift and of being surprised.
Stephan Grünewald is one of two founders of the Rheingold institute for
qualitative market and media research in Cologne, Germany. His new book,
“Die erschöpfte Gesellschaft” (the exhausted society) was published in .
WHY TECHNOLOGY
RINGS MY BELL
2,590
Books
10,780
Clothing
2,520
Computer and accessories
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