This essay is based on the analysis of research observations carried out in a supermarket in Bradford. The purpose of the exercise was to observe consumer behavior while shopping in order to theorize and draw conclusions from our observations of consumer purchasing behavior while shopping. As a means to interpret and analyze the data we used Freud's psychoanalytic perspective, nagging power, and the concept of the independent and interdependent self. These concepts lend themselves particularly well to data interpretation. This essay begins by defining these key concepts before offering an analysis of the research data. Freudian personality theory is otherwise known as psychoanalytic theory and is often used by marketers to unconsciously influence customers' purchasing decisions (Bettany, 2011 and Salomone, 2011). The theory is made up of three categories: the id, the superego and the ego. According to Freud, the id is part of our unconscious being as it functions with respect to the pleasure principle; pleasure is applicable to the id as it seeks immediate gratification of needs (Bettany, 2011 and Solomon, 2011). Hoch and Loewestein (1991:498) argue that the id is the impulsive, stingy, and illogical “primary thought process” whose purpose is to seek only pleasure, avoid pain, and not care at all about the consequences of one's actions (Solomon, 2011). Similarly, Hoch and Loewestein (1991:498) note that the ego is a “secondary thought process” that uses the reality principle and acts as a mediator between the id and the superego. Then there is the ego which is aware of the consequences of an action and when it is not able to manage the action a conflict occurs between the id and the superego r...... middle of the paper ......mption.In conclusion, we have found that in times of recession supermarkets must place emphasis on satisfying consumers' needs otherwise they may change supplier. Therefore it is important to better understand consumers' lifestyles and choice criteria. This would include selecting appropriate media and designing appropriate messages for consumers. One area of ​​further research could involve the extent to which consumers remain loyal to specific brands in times of economic recession. We believe that shopping could be more of a pleasure for children if play structures were provided. This could encourage parents to spend more time shopping and, consequently, buy more. In our opinion, a weakness of observation was that we depended solely on observation; it would have been more useful to double-check our analysis with the consumers observed.