Lecture 5 - In-store Shopping & Store Atmosphere Flashcards
Store atmoshpere
The store environment as stimulus to shape the experience
S-O-R theory
Stimulus -> organism -> response
Responses to environment
1) desire to physically stay or get out
2) desire to explore or avoid
3) desire to communicate or avoid/ignore
4) degree of enhancement or hindrance of performance and satisfaction
Organism
Consumer perceptions.
- Process in which the consumer converts the stimuli into meaningful information and utilizes them to comprehend the environment before making any judgement or conclusions.
Stimuli
In this case the store environment
Impact of the store environment
1) Environmental characteristics (S)
2) Arousal (O) -> how do i experience the environment?
3) Pleasantness (O) -> how do i experience the environment?
4) Shopping behavior (R)
The effect of high arousal on shopping behavior
Increases consumer intentions to visit and buy for recreationally oriented consumers, but it has a negative impact on shopping behavior for task-oriented consumers
Components of the physical environment
1) Ambient factors
2) Social factors
3) Design factors (aesthetic, functional)
Ambient Factors
Background conditions that exist below the level of our immediate awareness:
- air quality
- Noise
- scent
- cleanliness
Social Factors
Other customers / other employees in the environment:
- number of people
- appearance
- behavior
Design Factors
Stimuli that exist at the forefront of our awareness;
- Aesthetic: architecture / color / scale / accessoires
- Functional: layout / comfort/ signage
Environment in the online world
Stimuli: - visual layout - visual atmospherics Organism: - individual search strategy (goal oriented etc.) - internal states (affect/cognition) Response: - shopping outcomes (approach/avoid)
Online social factors
Reviews:
- Ratings
- positive vs. negative
- wording of the review
Why long-tail:
1) From the shopper POV; there is no limit to the size of the ideal long tail. The longer, the more attractive.
2) For a supplier: shelf space you do not occupy, your competitors will
3) Long tail controls some big head purchases: if you avoid store because a SKU is missing, they will forgo big head purchases there to
Consumer’s decision process?
Brand and product planned -> 21%
Only product planned -> 23%
Brand or product plannend but bought substitute -> 4%
No intention before entering -> 52%
