{"id":170820,"date":"2025-08-28T14:36:00","date_gmt":"2025-08-28T20:36:00","guid":{"rendered":"https:\/\/tecscience.tec.mx\/en\/?p=170820"},"modified":"2025-09-01T16:13:48","modified_gmt":"2025-09-01T22:13:48","slug":"back-to-school-moms","status":"publish","type":"post","link":"https:\/\/tecscience.tec.mx\/en\/business-innovation\/back-to-school-moms\/","title":{"rendered":"When Back-to-School Weighs Heavier on Moms Than on Kids"},"content":{"rendered":"\n<p>A study led by the<strong> Behavioral Lab<\/strong> at Tec de Monterrey is digging into the shopping experience and emotions of mothers during back-to-school season.<\/p>\n\n\n\n<p>Every year, as the new school term rolls around, chambers of commerce forecast spending that exceeds 100 billion pesos. Yet <strong>far less attention is given to the negative experiences mothers go through<\/strong> when their children head back to class.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"El rezago educativo en M\u00e9xico\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/uccMsH7sS6s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The stress of back-to-school<\/h2>\n\n\n\n<p>Through <strong>qualitative interviews and surveys<\/strong>, researchers <a href=\"https:\/\/egade.tec.mx\/es\/egade-ideas\/autores\/rachel-rodriguez-delgado\" target=\"_blank\" rel=\"noreferrer noopener\">Rachel Rodr\u00edguez<\/a> and <a href=\"https:\/\/egade.tec.mx\/es\/egade-ideas\/autores\/rachel-rodriguez-delgado\" target=\"_blank\" rel=\"noreferrer noopener\">Itzel Z\u00e1rate<\/a>\u2014both marketing specialists and faculty at <a href=\"\/en\/tag\/egade\/\" target=\"_blank\" rel=\"noreferrer noopener\">EGADE Business School<\/a>\u2014are exploring the back-to-school phenomenon and how it affects mothers.<\/p>\n\n\n\n<p>Their study focuses on mothers who handle school shopping for children in preschool, elementary, and middle school.<\/p>\n\n\n\n<p>\u201cThe idea of the shopping experience covers everything from the list to the final purchase. What emotions come up from the moment they say, \u2018I have to go buy all of this\u2019? And then there are all these variables: where they shop, how long it takes, how much they spend, their emotions, promotions, or even the type of school,\u201d explained Rodr\u00edguez, an expert in administrative sciences.<\/p>\n\n\n\n<p>The two researchers designed a survey\u2014still ongoing\u2014based on prior interviews with mothers who buy school supplies for their kids.<\/p>\n\n\n\n<p>\u201cOne mother told me: <strong>it\u2019s awful, it\u2019s stressful, I don\u2019t like it<\/strong>. And the whole conversation went in that direction\u2014how they felt about the experience, what they thought about it, and why they chose certain stores,\u201d Rodr\u00edguez recalled.<\/p>\n\n\n\n<p>So far, their findings show that the overall back-to-school experience is not a pleasant one for mothers, with the main emotions being frustration, stress, and worry.<\/p>\n\n\n\n<p>\u201cOne of their main concerns was financial, but time was another big factor. The survey includes a statement: \u2018I get stressed when I can\u2019t buy everything in one place,\u2019 and most moms identified strongly with it,\u201d noted Z\u00e1rate.<\/p>\n\n\n\n<p>Still, some mothers did highlight a silver lining: while stressful, school shopping can be a good excuse to spend extra time with their children.<\/p>\n\n\n\n<p>The researchers point out that these insights could help brands reshape the consumer experience.<\/p>\n\n\n\n<p>\u201cIt\u2019s about showing brands that this process creates stress, so they need to find ways to ease that burden,\u201d Rodr\u00edguez said.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Neuromarketing and back-to-school shopping<\/h2>\n\n\n\n<p>In its third phase, the study will use neuromarketing tools and Behavioral Lab equipment to measure, on a physiological level, what kinds of emotions mothers experience while shopping. This will involve sensors connected to the body.<\/p>\n\n\n\n<p>\u201cIn the lab we have eye trackers that show us where someone looks in an image, and sensors attached to the fingers that measure the intensity of emotions\u2014we can now capture those physiological reactions,\u201d Rodr\u00edguez explained.<\/p>\n\n\n\n<p><br><em><strong>Did you find this story interesting? Would you like to publish it? Contact our content editor to learn more at\u00a0<a href=\"mailto:marianaleonm@tec.mx\">marianaleonm@tec.mx<\/a>\u00a0<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This research aims to understand the full school-shopping experience: from making the list to purchasing the supplies.<\/p>\n","protected":false},"author":24,"featured_media":170821,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","footnotes":""},"categories":[92],"tags":[154],"class_list":["post-170820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-innovation","tag-egade"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.0 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>When Back-to-School Weighs Heavier on Moms Than on Kids | TecScience<\/title>\n<meta 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