Abstract
Many years ago, I conjured up a shopper typology. There’s nothing unusual about that, I grant you. Classifications of consumers are commonplace in marketing research. It’s more than half a century since Gregory Stone (1954) studied the behaviour of 124 female department store shoppers and divided them into four basic types – recreational shoppers, economic shoppers, ethical shoppers, apathetic shoppers – the titles of which are laudably self-explanatory.
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Brown, S. (2008). It’s a Kinda Magic: Adventures in Alchemy. In: Kitchen, P.J. (eds) Marketing Metaphors and Metamorphosis. Palgrave Macmillan, London. https://doi.org/10.1057/9780230227538_6
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