Dessins Flashcards
A significant percentage of purchasing decisions are based on what?
First impressions
What was reported when customers were allowed to touch products before purchasing in retail stores?
Increase in impulse purchases
Research shows that background music tempo affects customer behavior. What happens when stores play slower music?
a) Customers move through the store more quickly
b) Customers take longer to shop and spend more
c) Customers become agitated and leave sooner
d) Customers do not notice the music at all
b) Customers take longer to shop and spend more.
A study found that certain fragrances in retail environments can improve customer mood and increase sales. Which part of the brain processes scents, leading to emotional responses?
The limbic system.
Studies suggest that color influences consumer emotions. Which color is associated with stimulating appetite and arousal?
Red
According to studies, customers are more likely to perceive a store as premium and luxurious when it uses which lighting style?
a) Bright fluorescent lights
b) Soft and warm lighting
c) Colored neon lighting
d) Dim lighting
b) Soft and warm lighting.
What does visual aesthetics does to consumers in branding and product packaging?
It significantly influence product evaluation.
What sensory elements are most effective in creating customer engagement in retail environments?
The 5 of them : Touch, smell, sight, sound, and taste —all contribute to sensory marketing strategies.
What does the document talks about?
The debate whether marketing is an art or a science.
Which perspective supports data-driven, analytical decision-making?
a) The artistic perspective
b) The scientific perspective
c) The emotional perspective
d) The irrational perspective
b) The scientific perspective. (Kotler’s analytic perspective.)
What new role do retail stores play in the 21st century, according to the document?
They are not just shopping spaces but act as museums and entertainment destinations.
What architectural trend is influencing modern retail spaces?
World-renowned architects are now designing retail stores instead of corporate buildings or museums.
The Art of Marketing states that aesthetics can enhance branding. What are the four emotions marketers should aim to activate in customers?
(1) Well-being, (2) Happiness, (3) Order, (4) Control
What psychological effect does flowing water (e.g., fountains) have in shopping environments?
It calms anxious individuals and elevates the mood of those feeling low.
Apple Stores are used as an example of interactive retail environments. What is their primary strategy?
Allowing customers to freely interact with products, attend workshops, and experience the brand first-hand.
What is Gestalt theory, and how does it relate to marketing?
It states that the whole is greater than the sum of its parts—used in retail design to create a unified customer experience.
Who are the authors of this paper?
Sumire Crader & Judith Lynne Zaichkowsky
Which marketing scholar is frequently cited for their work on emotional branding?
Marc Gobé
Which researchers studied how music tempo affects consumer purchasing behavior?
Milliman
Which publication is referenced regarding the health benefits of art, including lower blood pressure and increased creativity?
The Globe and Mail
Who is cited for research on the effects of scent in retail environments?
Spangenberg, Crowley, & Henderson
What are the five senses retailers use to influence consumer behavior?
Sight, sound, touch, taste, and smell.
According to research, which sense has the strongest connection to memory and emotion?
Smell—because it is processed in the limbic system.
What is the primary benefit of allowing customers to physically touch products in a store?
It increases their emotional connection and likelihood of purchase.
