Abstract
Shopping is widely regarded as a major leisure‐time activity, but many people do not enjoy the shopping experience. Although these so‐called “apathetic shoppers” comprise a large and growing segment of the population, they have attracted very little academic attention hitherto. Using an innovative research procedure ‐ personal introspection ‐ provides an in‐depth insight into the mentality and motivations of the apathetic shopper. Highlights the sheer depth of emotion engendered by the retailing encounter; notes the social, non‐shopping considerations that intrude into routine forms of consumer behaviour; and draws attention to the practical, managerial benefits that might flow from pandering to the apathetic shopper’s needs.
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