Understanding the Customer’s Shopping Experience of Adults with ADHD: A Qualitative Study”.
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2025-06-19
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en
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This qualitative study compares the shopping experiences of adults with Attention Deficit Hyperactivity Disorder (ADHD) to those without ADHD when shopping in traditional supermarkets. Using paired think-aloud protocols and observational methods, ten participants with ADHD and ten participants without ADHD were studied in matched pairs. Results show that both groups exhibited similar behaviors in terms of price awareness, social interaction, and use of mental checklists. However, participants with ADHD exhibited greater impulsivity, greater physical and sensory sensitivity, less structured planning, and more flexible decision-making strategies. These characteristics are consistent with a promotion-focused regulatory approach that is typical of individuals with ADHD, which emphasizes quick reward and adaptability. In contrast, participants without ADHD exhibited greater prevention-focused tendencies, including preference for control and structure. This study challenges simplistic conceptions of ADHD in customer shopping and emphasizes the necessity of identifying commonalities and unique shopping experiences. In practice, the study suggests designing retail environments that reduce cognitive load, simplify decision-making, and accommodate sensory sensitivities, thereby enhancing both neurodiverse and neurotypical customers’ shopping experiences.
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Faculteit der Managementwetenschappen