Psychology in Retail: How Stores Influence Your Shopping

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Questions and Answers

What is the main goal of retailers in terms of shopper mood?

To put shoppers in a positive mood to increase spending (correct)

To irritate shoppers so they leave the store

To make shoppers anxious so they shop quickly

To make shoppers feel neutral to reduce spending

According to Julie Irwin, what happens to shoppers when they have a positive feeling?

They become more likely to complain about prices

They associate the feeling with the store, not the products

They leave the store immediately to avoid overspending

They associate the feeling with everything they see (correct)

What is the effect of pleasant aromas on shoppers?

They trigger a happy feeling, changing the way shoppers think (correct)

They make shoppers more anxious and irritable

They make shoppers more likely to ask for refunds

They make shoppers hungry and distract them from shopping

What happens when happy shoppers think about alternative uses for a product?

They think of more creative uses, increasing the chances of buying Signup and view all the answers

What increases the odds of buying an item?

Touching the item Signup and view all the answers

What happens to the chances of buying an item of clothing when you try it on?

The chances double Signup and view all the answers

What is the effect of friendly salespeople on shoppers?

They make shoppers 50% more likely to buy Signup and view all the answers

Why do retailers use displays of fruit baskets at the store entrance?

To make shoppers feel more at home Signup and view all the answers

What is the primary purpose of playing slow music in supermarkets and department stores?

To encourage shoppers to move through the aisles more slowly Signup and view all the answers

What percentage increase in sales can be attributed to shoppers moving through the aisles more slowly?

29% Signup and view all the answers

What is the psychological principle behind people following instructions on store signs?

Conditioning to follow orders Signup and view all the answers

What was the result of Brian Wansink's study on store signs and chocolate bars?

People bought 1.5 times more than usual Signup and view all the answers

Why do large shopping carts make people feel like they're buying fewer items?

Because they give the feeling of an empty cart Signup and view all the answers

What is the strategy behind retailers offering a range of products at different price points?

To make the middle-priced item seem more attractive Signup and view all the answers

What is the primary reason people prefer to shop at stores with a wide variety of products?

Because they perceive the store as having more options Signup and view all the answers

How do people judge the variety of products in a store?

By comparing the number of products in different categories Signup and view all the answers

Study Notes

Influencing Shoppers' Behavior

Retailers use psychological techniques to influence shoppers' behavior and increase sales.
They study shoppers' habits to understand how to persuade them to spend more.

Creating a Positive Mood

Happy shoppers are more open to spending money, so retailers try to create a positive atmosphere.
Techniques used include:
- Displaying attractive products at the store entrance (e.g., fruit baskets)
- Pleasant aromas (e.g., cinnamon buns) to create a happy feeling

The Power of Touch

Touching an item increases the likelihood of buying it.
Trying on clothes doubles the chance of buying an item.
Salespeople may encourage customers to touch products to increase sales.

Music and Signs

Slow music in stores encourages shoppers to move slowly and buy more (29% increase).
Store signs instruct shoppers to buy, and humans are conditioned to obey.

The Effect of Signage

Signs can increase sales by creating a sense of urgency or scarcity.
Example: "Buy some for the freezer" led to a 50% increase in chocolate bar sales.

Shopping Cart Psychology

Large shopping carts make shoppers feel like they're buying fewer items.
People who carry handbaskets tend to overestimate the price of their purchases and buy less.

Pricing Strategies

Retailers set prices to make the middle option seem the most attractive.
Extremely expensive items are stocked to make the middle option seem like a better value.

Store Variety

Shoppers prefer stores with a wide variety of products.
The perception of variety is based on the selection in specific categories (e.g., cereals).

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Description

Discover how retailers use psychology to influence your shopping habits. Learn how they persuade you to spend more and make informed purchasing decisions. Explore the science behind shopper behavior and how stores use this knowledge to their advantage.