Complete Study notes summary on Cambridge A-Levels Psychology chapter 7: Consumer behavior. This includes content such as: - The Physical environment - Turley and Milliman: (retail store architecture) - Finlay et al (2006): (Leisure environment) - Vrechopolous et al (2004): (Store interior layout) ...
Chapter 7: Consumer behavior
7.1 The Physical environment
Retail/leisure environment design
● 2 ways of shopper response to atmosphere:
○ Approach: positive response, such as:
■ Desire to stay in store for longer + explore
○ Avoidance: negative
■ Want to leave the store quicker + no desire to explore
● Turley n Milliman: (retail store architecture)
○ Reviewed 60 studies → found it’s possible to create atmosphere that influence
consumer spending
○ Likelihood of consumer purchase depends on:
■ External variables:
● Store exterior, window display, location
■ General interior variables:
● Color schemes, lighting, music, scent
■ Layout + design variables:
● Allocation of space, waiting space, changing room
■ Point of purchase + decoration variables:
● Wall decoration, certificates, point of purchase displays
■ Human variables:
● Employee characteristics, uniform, crowding
○ Unfamiliar store layout → more unplanned purchases
■ Explains why large supermarkets rearrange items frequently
○ Perceived crowding → negative influence on shopper satisfaction
■ Less browsing, fewer purchases, lower ratings of enjoyment
○ Professionally dressed staff → positive effect on satisfaction
● Finlay et al (2006): (Leisure environment)
○ Investigated how different casino designs affect emotion + gambling behavior
■ Playground model:
● High ceiling, spacious layout, nature elements
■ Gaming model:
● Low ceiling, maze layout of machines, limited decor
○ Sample: 48 from casinos in Las Vegas
■ Collected measures of emotional reactions from ppl who gambled all 6
casinos
○ Result: playground design → higher ratings on both pleasure n restoration
■ Restoration: relief from environmental stress
○ EVALUATE:
■ Quasi-experiment; has independent variable (type of design)
● May have extraneous variables that was not taken into account
○ Eg. crowding situation in each casino on the day
■ High ecological validity
, ● Vrechopolous et al (2004): (Store interior layout)
○ Investigated virtual grocery layouts:
■ Freeform, grid, racetrack
○ Sample: 120 p; laboratory experiment
■ Given planned shopping task w money to spend
■ Complete task in one of the layouts
■ Products ‘purchased’ during experiment was sent to their home
● Ensure task was taken seriously
○ Result: shows layout significantly affects consumer behavior
■ Freeform → useful for finding items on list
● Most entertaining
■ Grid → easier to use
■ Layout significantly affected length of time spent shopping
Evaluate [Retail/leisure environment]
● Self-report:
○ Finlay: use self-report to find out emotional reactions of p who gambled in casino
■ Asked to rate the casinos
■ Possible issue:
● Biased towards the middle score
● Direct comparison of scores is impossible
○ One’s 7 can be another’s 10
○ Vrechopoulos: self-report on how entertaining layout was to use
■ Possible issue:
● Difficulty analyzing qualitative results
● Usefulness:
○ All practical to improve physical layout + increase sales
○ Turley: identified large number of variables to improve + affect shopping behavior
■ If sales are low → can modify odour or music
○ Finlay: suggest useful modifications to casino layout
■ Based on the least preferred design
■ Can consider whether can only apply to casinos
○ Vrechopoulos: suggest that online retail stores should take care when applying
principles from traditional retail environment
● Ethics
○ Turley: no issue; it’s a review study
○ Vrechopoulos: laboratory;
■ Consent would've been gained, no harm
● Ecological validity
○ Finlay: conducted in real casinos
■ Lack of control
○ Vrechopolous: laboratory experiment
■ Increase eco-validity by using real shopping task
Sound and consumer behavior
, ● North et al (2003): (Music in restaurant)
○ Aim: investigate effect of musical style on amount of money consumers spent in
restaurant
○ Field study in UK restaurant
○ Classical, pop, no music → played over 18 evenings
■ Only 1 type of music played per night
■ No songs were repeated (no difference in music pace)
○ Independent subjects design: only exposed to 1 type of music
■ Kept other aspects the same (lighting, decor, temperature)
○ Sample: 393 customer
○ Measures:
■ Mean spend per table
■ Total time spent in restaurant
○ Found out people spend more + prepare to spend more when classical music
was played
● Gueguen et al (2007): (Music in open air markets)
○ Field study in France; open air market (selling toys)
■ Conditions: with joyful music | no music
○ Data collection:
■ 240 people selected from visitors to stall
■ 3 female stallholders acted as confederates
● If visitor is music consition, confederates would start the music as
soon as subject approached the stall
● 1st confederate: knew who’s subject + played music
● 2nd confederate: time length of stay + amount spent
○ Popular music → customer stayed longer at stall + higher spending
● Woods et al (2011): (Background noise n food perception)
○ Lab experiment
○ Investigated effect of background noise on perception of taste
■ Noise condition: no sound, quiet bg white noise, loud bg white noise
■ P gave ratings on:
● 1st experiment: Saltiness, sweetness, food liking
● 2nd experiment: overall flavor, crunchiness, food liking
○ 1st: 48 students from Manchester university (volunteer)
■ P sat at table with panel to hide food from view
■ P wore headphones
■ Closed eyes → eat → rate on saltiness sweetness liking
■ Sip of water between each trial
■ 25 trials / 30 mins
○ 2nd: 34 students
■ Rate flavor, cruchiness, food liking
■ Rate how much they like the background noise
○ Sweetness n saltiness rated lower in loud compared to quiet
○ Crunchiness was reported higher in loud
Alle Vorteile der Zusammenfassungen von Stuvia auf einen Blick:
Garantiert gute Qualität durch Reviews
Stuvia Verkäufer haben mehr als 700.000 Zusammenfassungen beurteilt. Deshalb weißt du dass du das beste Dokument kaufst.
Schnell und einfach kaufen
Man bezahlt schnell und einfach mit iDeal, Kreditkarte oder Stuvia-Kredit für die Zusammenfassungen. Man braucht keine Mitgliedschaft.
Konzentration auf den Kern der Sache
Deine Mitstudenten schreiben die Zusammenfassungen. Deshalb enthalten die Zusammenfassungen immer aktuelle, zuverlässige und up-to-date Informationen. Damit kommst du schnell zum Kern der Sache.
Häufig gestellte Fragen
Was bekomme ich, wenn ich dieses Dokument kaufe?
Du erhältst eine PDF-Datei, die sofort nach dem Kauf verfügbar ist. Das gekaufte Dokument ist jederzeit, überall und unbegrenzt über dein Profil zugänglich.
Zufriedenheitsgarantie: Wie funktioniert das?
Unsere Zufriedenheitsgarantie sorgt dafür, dass du immer eine Lernunterlage findest, die zu dir passt. Du füllst ein Formular aus und unser Kundendienstteam kümmert sich um den Rest.
Wem kaufe ich diese Zusammenfassung ab?
Stuvia ist ein Marktplatz, du kaufst dieses Dokument also nicht von uns, sondern vom Verkäufer jennifer601. Stuvia erleichtert die Zahlung an den Verkäufer.
Werde ich an ein Abonnement gebunden sein?
Nein, du kaufst diese Zusammenfassung nur für 7,52 €. Du bist nach deinem Kauf an nichts gebunden.
