Why qualitative researchers squint : a micro analysis of the temporal aspects for grocery shopping

This paper discusses the rewards for the researchers when they adopted a multidimensional approach, incorporating temporal aspects, to the analysis of emotion factors for in-store shopping behavior. Of particular interest was the role these emotions play in brand selection. Whilst emotional research is not unique, little has been done to understand it from an internally consumer-driven perspective for grocery brands. We used videography to capture the behavior. As a result of our findings, it is proposed that the temporal affect becomes the moderating variable in developing emotive bonds between the consumer and the brand whilst making in-store decisions.