psychollogical enviornment Flashcards
Dayan and Bar-Hillel (2011) conducted a laboratory study and a field
study on primacy, recency and menu item position.
Study 1:
- 240 hebrew students given 4 diff pizza menu designs
- lab exp
- Ppt more likely to select menu items at the extremes of the menu
- so beginning and end of the menu rather than the middle.= no PRE
- found even for unpopular items.
- adv of being placed at the beginning or end of the menu was 56%.
- Unpopular items had an advantage of being selected of 54%.
Study 2:
- field exp over 30 days/natural exp
- larger gain when item moved from the exact middle to extreme end , than when moved from the near-middle to the near end
result.
- advantage of being in the top half of the category (59%)
Pavesic eye movemnt pattersn, framing and common menu mistakes
- review article outlining customers use of menus and how resterant can better menus by usuing “eye magnets”
**- common menu mistakes: **
- like hard to read = font/color choices
- overmephasining pricing,
- boring design= lace of investemnt in menue so shows lack of commitment
- too big of a menu = takes long time to read so takes longer for customer to make choice so turnover lower
- menu incongruent to resterant design/decor
lockyer - food name on menu choice
- ppts howed 1-5 menus, all same but written differently
- most ppt favored seasonal menu
- french menu was LEAST fave
- shows a general agreement and resteraunts should use thsi to their adv
- clear and precise menu naming favored
- explanations should be simple so consumer know whats in meal and appealing
- collects quant and qual data
Milgram defending place in que
- defensive reactions of querers in 129 naturally occuring lines
- quers following point of intrusion more likely to object than those who came first (ppl who arrive aft problem starts more likely to complain than those who were there from the start)
- 2 intruders provoked more reaction than 1 intruder
- buffers/passive confederates standing in line dampened ques response to intruders
- physical action like putting hands on shoulders occured in 10% of cues
- verbal objections like “No way, the lines back there, we’ve all been waiting and have trains to catch” in 22% of ques
- non verbal objectiosn like staring/hostile gestures in 15% of ques
S:
- standrdised procedure
- multiple factors considered (where intrusion occurs, number of intruders, buffers)
- large sample size/types of ques= 129 q
- field study
- both M + F intruders
- quant and qual collected
W:
- only USA
- field study so control ext V
- IM so ppt variable affect reuslts
define personal space
- portable invisible individual boundary surronding us
- which other shouldnt breach
- regulates how close we intreact w others
- expands and contracts according to situation we find ourselves in
Hall four zones
- -Hall proposes the “bubble,” a personal space where one feels comfortable.
- Intimate = romantic partner, children and close family, <46cm
- personal = friends and family 46-122cm
- social = accq + strangers 122-210 cm
- public = anonym,public >210cm
hall arousal, overload and behavioral constraint
- Biological Arousal: = body’s readiness to react, increases when personal space is invaded. nature of the response (pos or nega) depends on how the situation is perceived.
- Sensory and Cognitive Overload: Invasion can result in sensory and cognitive overload, making it difficult for the individual to cope with multiple environmental inputs.
- Behavioral Constraint: To manage overload and maintain personal space, individuals might use behavioral constraints like as avoiding eye contact or maintaining physical distance.
Robson table spacing study
AIM
- Determine the perceived acceptance of space between tables in various dining scenarios.
- see if table spacing influences guest attitudes + preferences, and if cultural differences affect perceptions.
Method:
* Experimental Design: Manipulated 2 V’s, distance between tables and dining companions.
* Sample: 1013 American respondents, diverse in terms of ethnicity/ age.
* Data Collection: Web-based questionnaire focusing on emotional responses,
Procedure:
* ppt first provided demographic details.
* Tested 3 distances (6, 12, 24 inches) in relation to personal space preferences from Hall’s zones of PS
* Responses collected via a questionnaire with scales measuring stress, arousal, comfort, and privacy.
RESULTS:
- Discomfort and dissatisfaction increased with closer table proximity (6 inches being the most negative).
- Older respondents felt more stressed at closer distances.
-Men more comfortable at closer distances than women.
- Asian ppt preferred closer spaces
- More frequent diners comfortable with all tested spacing.
- Close spacing less desirable during a romantic dinner compared to business dining.
CONCLUSIONS:
- General dislike for closely spaced tables across most demographics.
- Closer spacing is deemed more suitable for business scenarios than romantic
Gil shopper movement patterns, CCTV
-480 shoppers interviewed.
- Given a coloured tag to be followed in the store via CCTV.
- Interviewed when they left the store.
Asked questions about purpose of trip, use of
shopping list, satisfaction with shopping, amount spent.
- Some areas more popular than other (e.g. baby products not popular)..
- researchers found for distinct, spatial movement patterns
- short trip, round-trip, Central trip, wave trip
- wave, and roundtrips most common
- results of data, together with shoppers movement patterns= researchers can identify 5 diff types of shoppers
- 5 spatial behaviour patterns were identified: the specialist, native, tourist, explorer, and raider.
- 4 patterns of movement were identified: short trip, ‘round trip’, ‘central trip’, and the ‘wave trip’.
- The Explorer = mostly female, regular shopping doing their main shop
- the tourist = top up shop but still regular, covering a lot of the floor space
- the native = most common, shorter than explorer duration, regular and similar coverage to explorer
- the specialist = mostly males, coverage limited to particular areas
- the raider = mostly men, large floor area, covered, but shorter duration, always alone
Strength, and weakness of Gil
- Large sample size= 480 shoppers
- high eco validity= natural situation, all ppt epxectig to shop on particualr occasion
- reliable/valid
- real life app
- Reductionist as assumes shoppers fir into only these categories, shopper behaviour may change
- lack of generlaibility = done in UK
- Demand chaarcteris= shoppers know being tracked
- Self report
- GYnocentric= mostly women
Dogu and Erkip wayfinding
RESULTS
- Signage and Wayfinding: Shoppers found signage very helpful for navigation, 68% stating signage was insufficient.
- Mall Maps: some found maps useful, 47% said were poorly positioned + not helpful.
- Space Utilization and Wayfinding: Frequent visits + more space browsed didn’t correlate with better wayfinding.
- Complexity in Navigation: Shoppers avoided complex routes, such as those leading to secondary/back corridors.
CONC:
- Atrium’s Impact: The central open space in the mall = high visual perception of the area, improving legibility + aiding in wayfinding
- Familiarity and Design Influence: Women’s better familiarity with the mall and its internal design, including landmarks and floor plans, helped them in navigation.
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Strengths:
- Collected both self-reported data and real-world wayfinding performance data.
- The real-world task involved pointing to the direction of a randomly selected store, providing a practical assessment of wayfinding skills.
-
Weaknesses:
- The questionnaire did not verify if the ppt’ responses about their orientation in the mall were correct.
- Possible self-report bias and underestimation of abilities due to the lack of spatial awareness verification.
- The study’s sample size may have been too small to generalize findings effectively.
