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Nike, Adidas, Reebok: consumers cite the reason for purchase in online reviews, revealing whether it was an emotional or rational purchase
Analysing the purchase drivers cited in consumer reviews can help understand if it was an emotional or rational decision.
We analysed consumer reviews for mens' sneakers across three brands where the emotional connection plays an important role: Adidas, Nike and Reebok. We extracted the reasons for purchase cited in the reviews then segmented them into emotional and rational reasons. Doing this can help brands understand how well they are building emotional connections and what fuels them.
- Consumers say they bought these products for emotional reasons: For example, they chose the shoes because they "just loved them" or felt they were a "must-have for this season's look". 17% of purchase decisions are more rational, based on aspects such as comfort or material
- Brand love, style and trend-following the top purchase drivers: These are all emotional purchase decisions, as consumers say they want to "look cool" or that they bought them specifically "to wear with skinny jeans" and achieve a particular look
Consumer share the reason for buying sneakers in online reviews: