Emotive vs. logical categories: How They Impact the Way We Browse

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Purchases within certain categories such as jewelry are emotional in nature. We buy them strictly because we want them as they serve no utilitarian purpose. On the other hand, purchases within categories such as laptops are more rational and need based – focusing on technical features and benefits.
This deck focuses on understanding whether the degree of emotionality associated with a product category has an impact on the way a user prefers to browse for products and if more “emotive” categories require additional navigation that structures products in non-hierarchical groupings.

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