Such questions make Jones wince. "It shouldn't be that way, but in a sense there's no way around it," said Jones, a nurse. "Everything ends up with a dollar amount. Even your happiness."Retailers have long capitalized on the holiday season's perfect storm of emotion and tradition. "We all want to be loved, we all like to give love," says Roger Beahme, director of the Center for Retail Innovation at the Wake Forest Schools of Business. Through a flood of advertising on TV, radio and newspapers, he says, retailers can create emotions.
Why Must We Buy? Black Friday's Powerful Pull
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