Product paper 4 Flashcards
Food package and test perception Becker
- aim to investigate how the color + shape of a product’s packaging affect perceived taste + overall attitudes towards the product.
HYPOTHESIS
- Yogurts in angular pots will have a stronger flavor than those in rounded pots.
- High color-saturation pots will have a stronger flavor than low color-saturation pots.
- Consumers sensitive to design will experience more intense effects from packaging.
METHOD:
- Field experiment in a German supermarket.
- IV: Color saturation (high vs. low), shape angularity (angular vs. rounded), + design sensitivity of participants.
- 151 German supermarket customers
PRE-TEST:
- Pair of pots most diff was chosen for design pots in main study
Researchs presented 2 pairs of pots that varied in term sof hue, saturation and brightness
- ppt completed the potency scale for these pairs
- pair that differed MOST selected (variants)
MAIN STUDY:
- Pre-test to select packaging pairs, ppt viewing a 20-second video of packaging variants rotating 360º
- taste lemon yogurt, and completing computer a questionnaire.
RESULTS
- Angular packaging perceived as more potent than rounded.
- No diff in taste intensity between high and low color saturation.
- Significant interaction for design-sensitive participants; angular pots led to more intense taste.
- Angular pots rated more positively with a higher suggested price than rounded pots.
- No significant difference in high vs. low color saturation.
- Higher suggested price for angular pots linked to perceived potency.
Atalay eye movement tracking and shelf position/attention
- investigate the effect of horizontal centrality on choice likelihood.
- 67 students selected products from two planograms (vitamin supplements and meal replacement bars).
- showed three brands in three columns.
- Eye-tracker monitored gaze location and duration.
-ppt completed a questionnaire on brand attitudes. - Selection took 35 seconds.
- Central brands received more visual attention and longer fixation.
- Central products were chosen 18% more often than side products.
Competiton focused and product focused selling technique
Competition:
- every buyer the same; salesperson already knows their needs
- , no need to ask questions,
- influences buyer w examples of other customers
Product focused:
- Aims to educate buyer abt product
- creates a need to buy product,
- persuasion based on attributes
- emphasizes technical details/performance of the product
- empashis on product, special features + designs etc
- sales person needs excellent knowledge of product
Customer focused sales technique
- A customers problems are viewed as unique + salesperson will address these individuals needs
- Salesperson activley engages the buyer: is a consultant rather than persuader
- Salesperson seeks info+input from buyer
- seller asks abt customer needs, wants and desires so fit the product to customer
whats meant by a planaogram
- A visual diagram/drawing providing details of where every product in a retail store should be placed
- can be specific (items on 1 shelf) in a specific aisle/section or general (whole store)
- has 2 functions: product placement and improved sales
Outline 2 findings from Atalays study
- a centrally located brand within a product category is chosen more often even when its not placed in the center of the shelf/visual field
- brands in the horizontal center recive more visual attention
- Theres an intial central fixation bias= tendency to look first at the central option,
- central gaze cascade effect= progressivley increasing attention focused on central option prior to decision
- A product more likley to sell if placed centrally on shelf
Suggest how each of Atalays findings are useful
- Useful to seller: A product more likely to sell if plaved centrally on shelf
- Centrality applies to diff products: possibley all products
- Products on promotion can be specifically placed to sell e.g MUP
- Products which provide higher profit margins for seller placed in central positon
- Useful medtholdogy: eye tracking software is useful tool in consumer research
S+W of usuing eye tracking to gather consumer data
Strengths:
- Eye tracking is scientifc equipment which is reliable
- Data recorded is objective: where a person looks is clear + unambigious
- Quantative data + so comparisons can be made between ppt and between studies
- Provides immediate feedback
- Easy to use, requires no training, non invasive
Weakness:
- ppt can choose to look in whatever direction they wish- they know their eye movemets are being tracked
- Cultrual diff in where ppl are socialised to look
- Data is where ppt has looked but doesnt provide an explanation of why that person looked in that specific direction
- Eye tracking is reductionist- product purchase isnt just based on vision; some products smell/quality/touch may influence
- Cannot be used w every ppt, ppl w contact lense/long eyelashes
- Eye movement may be subconscious + diff to control at all times so data inaccurate
is gift wrapping important + why/why not
Yes:
- wrapping a gift creates expectation of whats inside
- wrapping a gift shows attentions to detail; that person giving gifts cares
- wrapping a gift creates a positive impression in a recipent being met for the first time
No:
- Wrapping a gift MAY create an expectation of whats inside + if expectation not met= recepient may be disappointed
- A gift, however wrapped is better than no gift
- A plain gift wrapping may create intial disappointment leading to higher pleasure when gift revealed
Design a study acronym
LESVCVRED
- Hypothesis
- Location
- Experimental design
- Sample
- Validity
- Controls
- Variables
- Reliability
- Ethics
- Data
Kardes disrupt then reframe technqiue
- DTR technique involes delibrately confusing consumer w a disruptive message/confusing info THEN reframing/rewording in a much clearer way
- SO consumer understands whats being said, is happy + this reduces number of counter arguments and can close a sale
- e.g price for a note card is 300 pennies, then ‘thats $3 its a bargain!’
explain how an Indepent measures design was used in Exp 1: Kardes
- emplyed a reframe only control script
Why is IM better than repeated measures sometimes
- Usuing repeated measures design would alert any customer to the diff technqiues = demand characteristics or stray away from manipulation
- so the 2nd technqiue would produce eitheir no or invalid results
- order effects if theres a carry over between exp 1 +2/practise effects= again the results not valid
- fatugue/boredom so low motivation to complete tests to best of their ability
adv of field exp
- setting is high in ecological validity
- ppt behave in naturally as their unaware their participating in a study
- sample is more likely to be representative
- sample larger than labratroy
Ethics of disrupt + reframe technique
For:
- sales people try to sell, this is just one technique available from a wide range
- there are other techniques that involves psychological tricks and this is no better/worse
- can walk away if they’re unhappy or feel they’ve been manipulated in anyway
against:
- participants are tricked/deceived which is unethical
- maybe all sales techniques should be reviewed for ethics like purchase quantity decisions
- a stooge may Bias results, due to their appearance, manner, or some other feature
- this is not a psychological study which protects participants, but it’s real life with often little/no protection
nordvall post purchase cog dissonance
- 100 Swedish students completed a virtual shopping trip.
- Condition 1 (Pre-manipulation): 25 organic and 25 non-organic grocery items rated on purchase frequency in everyday life.
- Condition 2 (Post-manipulation): Same 50 items shown again, ppt indicated whether they accepted or rejected them earlier + explained their scores based on ten common reasons for choosing organic products (e.g., health, taste, environmental reasons).
- ppt rated on 7 point scale
- 1 = “never buy”
7 = “buy very often”
-rating was used to pair each organic grocery item with a non-organic item that had a similar rating, ensuring that each pair was perceived as equally attractive or desirable to the participants.
Sinha et al deciding where to buy including reasons for store choice e,g age/gender
*OPEN question classified into seven categories.
* *Main Reasons for Store Choice:
* Convenience (70%): Most reported reason.
* Merchandise: Nature of products available.
* Service and Ambience: Commonly mentioned.
* Other Reasons: Recommendations (referrals), being a previous patron.
Age:
* Under 20s and Over 50s: Least likely to report convenience.
* 25-40: Most likely to choose based on merchandise and ambience.
* 30-40: More likely to report service.
GENDER
* Males: More likely to choose for convenience (40% vs. 30% for females), quick decisions, less time in-store.
* Females: More likely to choose for merchandise (40% vs. 30% for males), previous patronage, spend longer on search and decision-making.
- Strength: Study used a nomothetic approach, allowing for general conclusions about store choice behavior.
- Collected data using Likert scales, enabling statistical analysis of central tendency and spread.
- analysis of qualitative open-ended responses categorized answers into groups, facilitating conversion into quantitative data.
- method aids businesses in understanding customer base across similar contexts.
Engell kollat blackwell model
Consumer decision-making model using an information processing approach.
Stages:
Input: Exposure to product information (e.g., product itself, price tags).
Information Processing: Attention, comprehension, acceptance, and retention of information.
Decision Process: Problem recognition, search for solutions, evaluation of alternatives, choice.
Decision Process Variables: Beliefs, attitudes, intentions influenced by motives, evaluative criteria, lifestyle, cultural norms, family, and unexpected events.
External Influences: Factors like cultural norms, family, and socio-economic background.
**Problem Recognition: **Identifying a need or problem.
Search: Looking for solutions and information.
**Alternative Evaluation: **Comparing different options.
**Choice: **Making a purchase decision.
**Outcomes: **Experiencing satisfaction or dissatisfaction (dissonance).
Cildinis 6 ways to close a sale
Reciprocation
- Feeling indebted after receiving a small gift (e.g., pen, coffee) increases likelihood of making a purchase or donation.
- Sellers use this principle to encourage future purchases due to perceived generosity.
Commitment and Consistency
- Once a commitment is made, social norms and psychology make it difficult to withdraw, promoting loyalty to brands or companies.
- Agreeing to a small request increases likelihood of agreeing to a larger one.
Social Proof
- ppl mimic the behavior of others, especially those they admire or identify with.
- Seeing others use a product reassures us and makes us more likely to do the same.
- Salespeople and advertisers leverage this to influence behavior.
Authority
-ppl are predisposed to follow authority figures.
- Authoritative salespeople (with expertise, charisma, and social power) are more persuasive.
- Outward signs of authority (appearance, titles) increase compliance with recommendations.
Liking
- It’s hard to say no to friendly, likable individuals.
- Salespeople build rapport through flattery, showing interest, + finding common ground.
- This reduces resistance and increases the likelihood of a purchase.
Scarcity
- Scarce items are perceived as more valuable.
- Limited-time offers and the potential of items running out increase desirability.
-creates urgency and drive sales.
Diff types of gift wrapping
- Gifts typically wrapped in tissue or brown paper.
- Hallmark founders, Joyce and Rollie Hall, popularized decorative paper.
Effect of gift wrapping
- Effect mediated by expectation disconfirmation:
- Sloppily wrapped presents created lower expectations; when unwrapped, gifts that exceeded these expectations pleasantly surprised recipients.
- Unveiling gifts (removing from wrappings, boxes, bags) makes gifts seem higher quality and more likely to gain recipient approval
Eye tracking uses
- Eye-tracking technology collects objective data in consumer psychology.
- It investigates visual attention and horizontal centrality in how consumers scan displays and make choices.
- Researchers record location and duration of fixations (stable eye moments) and saccades (eye movements between fixations).
- Longest fixations occur in warm colors (reds, oranges); briefest in cool colors (blues, greens).
Central gaze effect
- Central fixation bias: Tendency to fixate on the center of a display to extract maximum information
- Gaze cascade: Describes eye movements before selecting a product.
- The more we fixate and like an item, the more we look at it.
- Central fixation bias + gaze cascade combine= central gaze cascade effect.
- Tendency to fixate longer on central items during final decision-making moments.
- more visual attention makes us more likely to purchase centrally positioned items.
Becker Eval
STRENGTHS:
-test ensured packaging variants were distinct in perceived potency, aligning with previous research.
- Clear differences between high and low conditions allowed for observable effects of packaging design on taste perception.
- Findings can aid graphic designers in creating packaging that enhances perceived product quality, influencing client acceptance and consumer preferences.
WEAKNESS:
- The color saturation difference (100% vs. 50%) might have been too subtle, potentially invalidating some hypotheses about color saturation.
-Study focused only on lemon yogurt with a sour flavor; results might not generalize to other flavors or products with different taste elements.
-Conducted with German supermarket shoppers, findings may not generalize across cultures with different diets and preferences.
- Participants were misled about the purpose of the study to reduce demand characteristics
- Study manipulated a single color element (saturation), revealing the importance of specific design elements in product perception.
outcomes+factors after buying EKB model
Factors: Include personal aspects like beliefs, values, attitudes, past experiences, personality, lifestyle, and external influences (family, cultural norms, socioeconomic background).
Outcomes
Satisfaction or Dissonance:
Satisfaction: Pleasure from a successful purchase.
Dissonance: Conflict when beliefs and behaviors mismatch (e.g., buying something unnecessary or missing a perceived bargain).
Deciding where to buy/store choice
Situational Factors
Aspects of the Store:
* Accessibility, convenience, parking, facilities for disabilities/children.
* Cleanliness, organization, price, product range, customer service.
Shopping Trip Nature:
* Self-buying vs. gift-buying.
* Time pressure, product variety, quick ‘top-up’ vs. regular weekly shopping.
* Researching options vs. definite purchase intention.
* Individual Differences Relating to the Consumer
Beliefs, Values, Attitudes:
* Ethical issues (e.g., staff welfare, sustainability).
* Personality:
* High need for personal gratification may lead to visiting high-status stores.
Age:
* Older customers prefer stores based on entertainment value rather than price or proximity.
* Other Demographic Factors:
* Gender, socioeconomic background, past purchase experience.
