16 Questions
What is the main goal of retailers in terms of shopper mood?
To put shoppers in a positive mood to increase spending
According to Julie Irwin, what happens to shoppers when they have a positive feeling?
They associate the feeling with everything they see
What is the effect of pleasant aromas on shoppers?
They trigger a happy feeling, changing the way shoppers think
What happens when happy shoppers think about alternative uses for a product?
They think of more creative uses, increasing the chances of buying
What increases the odds of buying an item?
Touching the item
What happens to the chances of buying an item of clothing when you try it on?
The chances double
What is the effect of friendly salespeople on shoppers?
They make shoppers 50% more likely to buy
Why do retailers use displays of fruit baskets at the store entrance?
To make shoppers feel more at home
What is the primary purpose of playing slow music in supermarkets and department stores?
To encourage shoppers to move through the aisles more slowly
What percentage increase in sales can be attributed to shoppers moving through the aisles more slowly?
29%
What is the psychological principle behind people following instructions on store signs?
Conditioning to follow orders
What was the result of Brian Wansink's study on store signs and chocolate bars?
People bought 1.5 times more than usual
Why do large shopping carts make people feel like they're buying fewer items?
Because they give the feeling of an empty cart
What is the strategy behind retailers offering a range of products at different price points?
To make the middle-priced item seem more attractive
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
How do people judge the variety of products in a store?
By comparing the number of products in different categories
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).
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.
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