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Sh(r)edding new light on consumer behavior

2/12/2009

Want to reduce stress, feel smarter and more organized? Staples has the answer and it involves buying a shredder. Staples recently launched a new line of seven private brand shredders, ranging in price from $90 to $300, and contends the devices are as essential to a stress-free lifestyle as proper diet and adequate exercise.

To support that view the retailer commissioned an online survey of 523 people which showed nearly half of respondents felt stress levels diminish after shredding. More than 80% said they felt smarter, more organized and in control of their lives.

“These shredders bring added security and peace of mind to customers on multiple fronts,” said Eric Cayton, Staples senior category manager of merchandising. “Customers can gain an emotional release from the shear act of shredding, and trust they are getting the highest quality machines from Staples that can help protect them from identity theft. We continue to be at the forefront of innovation, and these shredders deliver power, value and performance in ways only available from Staples.”

Staples’ view of the emotional benefit of shredding was supported by Purdue University consumer psychologist Richard Feinberg.

“Consumers use products like a shredder for utilitarian purposes but then these products have very significant and positive emotional and psychological impacts,” Feinberg said. “These psychological impacts may not even be known by the consumer, but they can unconsciously improve their life. In a world where people are time deprived, increasingly stressed, and feeling more and more out of control, shredding may provide positive psychological fuel.”

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