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Knowledge clips CCM
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KNOWLEDGE CLIP WEEK 7.1 – SOR MODELStimulus organism response model (Mehrabian and Russel): behavior is reaction on a
stimulus, influenced by the organism.
S.O.R. model:
- Simple but fundamental model of behavior
- Perception/interpretation of surroundings influences how people feel about an
environment
- Feelings (affect) cause most behavior
- 3 factors form a feeling:
o Pleasure, arousal (and dominance); can be high or low – they found that
pleasure and arousal are always there, but dominance is not that relevant.
- Behavior is ‘approach’ or ‘avoidance’
- For instance:
o Turnover
o Shopping time
o Shop evaluation
o Word of Mouth etc.
- Every emotion that we have is rather a function of both pleasure and arousal and
dominance can actually be left out.
- Emotions could be pleasant or unpleasant, or they can be arousing or sleepy
,All these different emotions form a circle
So, recapitulating:
Affect: combination of Pleasure and Arousal
Causes Approach or Avoidance.
Arousal amplifies basic effect of Pleasure
- Pleasant surroundings, more arousal exciting
- Unpleasant surroundings, more arousal distressing
, KNOWLEDGE CLIP WEEK 7.2 – SERVICESCAPE
Service environment influences customer:
- Clue management
- Gives information, symbolic cues about the service and the quality of the service
- Attracts attention, makes you stand out in the crowd, attracts the right customers
- Creates effects and affect with the consumer: color, smell, sound, texture, spatial lay
out, the customer is influenced
- Helps with positioning (think: integrated marketing communication)
Strategic roles of Servicescape:
- Packaging
- Facilitator: how people move through a store
- Socializer: interaction with people – café
- Differentiation: party location in a submarine has a different vibe than in a club
Servicescape communicates positioning and creates expectations
You can see that also in shops: they can communicate different things. One shop can
communicate cheapness and another shop can communicate luxury, with:
- Lightning
- Signs
- The way that products are served
o These things can give you a clue about how much quality you can expect
there, what will the price be, how nice and helpful will the people be.
- This also holds for car manufacturers or dentists
The Servicescape is an important part of service – the servicescape is the product
- Physical environment creating the right mood:
o Holland Casino, Pathe Arena
- Physical environment as the primary value proposition
o Centerparcs, Efteling
- Servicescape to innovate
o For instance: Philips Medical Care
An environment in a hospital can be quite frightening for a patient, so Phillips created a new
environment for patients that looks much better, and it could calm the patient down. This
makes a big difference in how patients behave in the room and the process can be way more
efficient and smooth this way. Especially for children this is a way better alternative.
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