Research paper Essay Example | Topics and Well Written Essays - 500 words - 8

Research paper - Essay Example They claim that consumers who have a traditional thanksgiving meal consisting of turkey increase the level of serotonin in their brain which reduces the chances of impulsive buying. In order to validate these claims 2 lab studies were conducted. The studies showed that participants who had had been given a tryptophan rich beverage preferred to buy the product through layaway financing than through credit card. Layaway financing allows the consumers’ time to actually consider whether the purchase is necessary and if they can afford it. The authors claim that this occurred due to increased amount of serotonin in the brain which is produced by a tryptophan rich diet. The authors claim that their research can make the consumers aware about the type of foods which should be consumed by them before going for shopping. This will reduce unnecessary purchases and reduce their credit card debts. The major critique of the article is the methodology which has been adopted by authors for their study. The study 1 was completely online and there was no way of verifying the authenticity of information. The participants were also asked whether they would like to by a DELL computer. The response provided online by the respondents may be completely different than how they actual react in the shop. Some of the participants may say they are very likely to buy the product as they didn’t have to actually spend the money at that time; others may have given guarded responses in the study. It has been well documented that answers given during a survey cannot be used to gauge the actual shopping responses. This puts a question mark over the validity of the study 1. Similar criticism can also be made regarding the leeway financing option which was given to consumers in the study 2.Although they may claim to go for leeway financing but consumers can behave differently on the shop floor under pressure from friends ,relatives ,shop owners, sales persons or even fellow