Product paper 4

Question 1

Food package and test perception Becker

Answer 1

• 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.

Question 2

Atalay eye movement tracking and shelf position/attention

Answer 2

• 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.

Question 3

Competiton focused and product focused selling technique

Answer 3

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

Question 4

Customer focused sales technique

Answer 4

• 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

Question 5

whats meant by a planaogram

Answer 5

• 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

Question 6

Outline 2 findings from Atalays study

Answer 6

• 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

Question 7

Suggest how each of Atalays findings are useful

Answer 7

• 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

Question 8

S+W of usuing eye tracking to gather consumer data

Answer 8

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

Question 9

is gift wrapping important + why/why not

Answer 9

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

Question 10

Design a study acronym

Answer 10

LESVCVRED
- Hypothesis
- Location
- Experimental design
- Sample
- Validity
- Controls
- Variables
- Reliability
- Ethics
- Data

Question 11

Kardes disrupt then reframe technqiue

Answer 11

• 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!’

Question 12

explain how an Indepent measures design was used in Exp 1: Kardes

Answer 12

• emplyed a reframe only control script

Question 13

Why is IM better than repeated measures sometimes

Answer 13

• 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

Question 14

adv of field exp

Answer 14

• 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

Question 15

Ethics of disrupt + reframe technique

Answer 15

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

Question 16

nordvall post purchase cog dissonance

Answer 16

• 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.

Question 17

Sinha et al deciding where to buy including reasons for store choice e,g age/gender

Answer 17

*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.

Question 18

Engell kollat blackwell model

Answer 18

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).

Question 19

Cildinis 6 ways to close a sale

Answer 19

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.

Question 20

Diff types of gift wrapping

Answer 20

• Gifts typically wrapped in tissue or brown paper.
• Hallmark founders, Joyce and Rollie Hall, popularized decorative paper.

Question 21

Effect of gift wrapping

Answer 21

• 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

Question 22

Eye tracking uses

Answer 22

• 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).

Question 23

Central gaze effect

Answer 23

• 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.

Question 24

Becker Eval

Answer 24

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.

Question 25

outcomes+factors after buying EKB model

Answer 25

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).

Question 26

Deciding where to buy/store choice

Answer 26

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.