lecture 8 (1) Flashcards

1
Q

SOR model of servicescape impact

A

Stimulus: ambient conditions, space/function, signs,symbols and artifacts

Organism: Perceptual response, cognitive response and affective response

Conotave Response: approach -avoidance, exploration - inertia, communicate - ignore, task completion

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2
Q

Atmospheric stimuli

A

Exterior
General interior
Store layout
Interior displays
Human variables

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3
Q

Responses to serviscape

A

Perceived serviscape
Employee response (cognitive, affective and conative)

Customer response (cognitive, affective and conative)

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4
Q

cognitive responses

A

Beliefs (attributions of cause –> Determine quality

Categorization (cue –> category –> schema + script)

Symbolic meaning (suggestion)
No intrinsic cues for quality –> extrinsic cues for quality determination and supporting beliefs

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5
Q

Prototypicality of servicescape attributes

A

More typical category members are more liked than less typical members

Perceptions of attributes –> Attribute sharing exterior, interior, overall –> perceived typicality –> attitude, recall and learning –> approach avoidance

Exterior: clear sign, brick, bushes, parking space, drive thru window, big windows, many windows

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6
Q

Affective responses (PAD)

A

dimension 1: pleasure
Dimension 2: arousal
dimension 3: dominance

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7
Q

Conative responses

A

All behavioral responses to environmental stimuli are either approach or avoidance responses

  1. (desire to) physical approach avoidance
  2. (desire to) exploration or inertia
  3. (desire to) communicate or ignore
  4. Extent of and satisfaction or dissatisfaction with task accomplishment
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8
Q

Connative responses (types)

A

attitue
time
Affiliate = communicate to others
Sales = amount to spend

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9
Q

Research for servicescapes
Environment survey
direct observation

A

Environment survey = fast and easy
but: validity problems; multidimensional/subtle

Direct observation = detailed (external validity)
but: time and financial cost (qualitative)

Experiments = cause-effect, unconscious and subtle effects

but a few dimensions at a time, time and financial cost, external validity of the virtual stores

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10
Q
A
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