Log in

Emotional eCommerce

Get our latest academic study with Reading University on the ups and downs of the online experience. Download the full report or view the infographics and animation.

Get the full report.
What psychological and emotional factors drive different behaviours?

We know that more than half of all online transactions are abandoned before completion. But what psychological and emotional factors drive different behaviours? We partnered with the University of Reading to better understand the ups and downs in the online journey and what retailers can do to stay ahead of the competition.

Commissioned by Klarna, the study was conducted by Lynne Bell, Dr Julia Vogt, Dr Rachel McCloy and Prof Laurie Butler from the University of Reading’s School of Psychology and Clinical Language Sciences.

In addition, we conducted consumer research which offers important clues for merchants looking to tap into different age groups, from millennials through to Gen Xs and Baby Boomers, and shows how they can use EQ as well as IQ to deliver a smooth online customer experience.

Get the Emotional eCommerce infographics.

Emotional Factors

Maverick Millenials

Gender Differences

Baby Boomers

Watch the Emotional eCommerce short animation.

Start chatting with Klarna

Hello, before we start chatting...
Please fill in the information below so we can efficiently help you as soon as possible.

Are you already a customer?

By submitting information, I agree to Klarna's handling of personal data

By submitting information, I agree to Klarna's handling of personal data

By using the application site and providing information you approve that Klarna Bank AB (publ) electronically processes personal data such as your contact information in order to process the application, provide its services, administer the customer relationship and for commercial and marketing purposes on behalf of Klarna Bank AB (publ) or other companies within the same group of companies or trusted partners. The data may also be used for statistical analysis and business development purposes, during fraud investigations and to comply with applicable laws and regulations. Klarna may disclose the information to other companies within the Klarna group, which may also use the information for the purposes described herein. The data may be processed by data processors on behalf of Klarna and transferred outside the EU/EEA area to states that do not have the same level of protection of personal data. Klarna is committed to protecting personal data and will put in place adequate safeguards in order to protect the data. Registered persons have upon written request the right of access to the data related to them. They also have the right to rectify such data and to opt out from receiving further marketing communication. Further information may be obtained by contacting Klarna at dataprotectionofficer@klarna.com.