Psychological Env
What is the aim of North?
North et al. (2003) aimed to explore whether playing classical music would lead to higher customer spending than when pop music was played
Define wayfinding, include one example :)
Wayfinding is about all of the ways in which people and animals orient themselves in physical space and navigate from place to place. e.g. signs
What is system 1 and 2 thinking?
S1: fast and unconscious, likely to use heuristics
S2:slow and takes more effort
There are three main sales techniques. explain one
Customer focused
coopetitor focused
product focused
What is 'mere exposure'
The repeated exposure of an individual to a stimulus object enhances her attitudes towards it
Explain one of the three interior store design layouts.
Grid - In a grid layout, displays are organised into a rectangular arrangement, including long parallel aisles.
racetrack - provides an unusual, interesting and entertaining shopping experience where shoppers follow a designated route through a number of individual themed areas.
free form - Favoured by large department stores, customers move in any direction among the displays, the majority of which are different styles, sizes and shapes.
Pavesic studied eyetracking and eyemagnets. give three examples of eye magnets
E.g. diff colour background, bold font, larger font, box around item(framing)
What is the anchoring heuristic?
When a consumer uses prior knowledge of a similar product as a standard to measure other products against.
What is the DTR technique?
Disrupt then reframe - purposefully makes something confusing, then reframes it. Works better with people who have a high need for cognitive closure.
What are the 5 stages of the Yale Model of Communciation?
Who, Says what? To whom? How? To what effect?
The example study by Milgram et al found what?
The queue is considered to be a social system with a shared set of beliefs governing the behaviour of ptts.
Evaluate Robson from both the individual and situational debate.
Individual; Wide variety of responses
Situational; closely spaced tables led to more discomfort. closer table spacing with a friend led to moderate discomfort etc
Explain the three detection categories of Hall DV.
concurrent - immediacy after
retrospective - end of experiment
sensory change - tasting or smelling the second time round was strong or weaker etc
Describe the sample by Becker.
151 Germany supermarket customers
Opportunity
asked if they wanted to take part in a taste test
Outline two types of slogans.
business, descriptive, persuasive, creative, emotive
Explain each aspect of the PAD model
pleasure-displeasure, where pleasure refers to happiness and satisfaction and displeasure refers to a state of pain, unhappiness and dissatisfaction.
arousal - how alert, and excited the consumer is. low level means overly relaxed or sleep, likely to be disengaged from the products
Dominance - the extent to which the consumer feels in control. If a consumer feels restricted, this may lead them to feel uncomfortable, making them less likely to stay in the setting.
What did Lockyer study? provide any TWO of the following; sample, method, results, conclusions
Aim – how wording effects menu item choice
Sample – 48 ppts. Opportunity sample. Letters sent to their houses
Method –
Focus group: groups discussed 5 version of menu with same dishes but different descriptions. Quantitative questionnaires collected
Survey – 1800 sent out, 200 usable ones returned
Results – survey reflected the focus group results. Words such as ‘tender, golden and natural’ were preferred. How ‘mouthwatering’ the words were had an effect on the preference.
Conclusions – menu wording has an impact on selection
explain the difference between compensatory and non-compensatory
Compensatory - few alternative products. allow for positives to outweighs negatives of a product
Non-compensatory - lots of products, lack of full info or time. pick one attribute that is the most important. Negative attributes cannot be outweighed by positive ones
Cialdini proposed six ways to close a sale. Name all of them and then explain one
Recirprocation
commitment and consistency
social proof
authority
liking
scarcity
Evauate Lauterborns 4 C's marketing mix model
Str - views buys as an active ppt
weak - huge advancements since 90's - low temporal; validity. convenience no longer relevant when online shopping. Communication - no longer buy seller - more so buy to buy with influencers.
Explain how sound may affect taste perception with evidence.
brain structures activated for sensory processing may be activated by more than one sense.
e.g. Woods et al. background noise reduced intensity of flavour
Explain the specialist, native and the tourist shopper style.
specialist - long time looking at a few items
native - long trip to specific aisles, likely to make a purchase
tourist - fast movers, staying mainly in the main aisles near the entrance, unlikely to make a purchase
Evaluate satisficing theory in regards to applications to every day life.
Great applications- we cannot realistically purchase with utility theory as it would take too long, however instead we buy the first product that is 'good enough'. it reflects the reality of the consumer.
What is cogntive dissonance, how can you reduce it?
mental discomfort that arises when beliefs and behaviour conflicts.
adaptive preference formation - changing attitudes/beliefs post purchase so they more closely align with the behaviour
What is high and low self monitoring and how did they measure it?
High - alter behaviour to fit in with the social situation
Low - less changeable from situation to situation. more concerned with demonstrating their true attitudes.