Podcast
Questions and Answers
What is the main goal of retailers in terms of shopper mood?
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?
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?
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?
What happens when happy shoppers think about alternative uses for a product?
What increases the odds of buying an item?
What increases the odds of buying an item?
What happens to the chances of buying an item of clothing when you try it on?
What happens to the chances of buying an item of clothing when you try it on?
What is the effect of friendly salespeople on shoppers?
What is the effect of friendly salespeople on shoppers?
Why do retailers use displays of fruit baskets at the store entrance?
Why do retailers use displays of fruit baskets at the store entrance?
What is the primary purpose of playing slow music in supermarkets and department stores?
What is the primary purpose of playing slow music in supermarkets and department stores?
What percentage increase in sales can be attributed to shoppers moving through the aisles more slowly?
What percentage increase in sales can be attributed to shoppers moving through the aisles more slowly?
What is the psychological principle behind people following instructions on store signs?
What is the psychological principle behind people following instructions on store signs?
What was the result of Brian Wansink's study on store signs and chocolate bars?
What was the result of Brian Wansink's study on store signs and chocolate bars?
Why do large shopping carts make people feel like they're buying fewer items?
Why do large shopping carts make people feel like they're buying fewer items?
What is the strategy behind retailers offering a range of products at different price points?
What is the strategy behind retailers offering a range of products at different price points?
What is the primary reason people prefer to shop at stores with a wide variety of products?
What is the primary reason people prefer to shop at stores with a wide variety of products?
How do people judge the variety of products in a store?
How do people judge the variety of products in a store?
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).
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
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.
