Emotional or rational?
A person makes more than 200 decisions per day – some of them for rational reasons, others emotional. This applies in particular to shopping: our purchasing decisions are determined by a variety of factors. In a turnaround report, Deutsche EuroShop’s Annual Report gets to the heart of this issue and provides a rich comparison between emotion and rationality.

Deutsche EuroShop is Germany’s only public limited company that invests exclusively in shopping centres at first-class locations. Under the motto „emotional & rational“ the report details purchasing decisions, trends and the market relating to shopping centres. Its articles, imagery, icons and design make the report an unusual publication and present the company in a particularly entertaining manner. The decision trees on both cover pages provide access to the emotional or rational part – depending on the type of reader and their interests.

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