week 5: (post)purchase

Question 1

environmental psychology appraoches

Answer 1

environmental stimuli –> environment state –> behavior (approach vs. avoidance)

• pleasure (high vs. low)
• arousal (high vs. low)
• dominance

Question 2

motives to shop

Answer 2

1. shop what they need –> utilitarian
2. personal motives –> hedonic
3. social motives –> hedonic

Question 3

how do sensory cues affect customers?

Answer 3

1. affective
   - general positivity: general like or dislike
   - optimal stimulation (bell curve with optimal arousal)
2. cognitive
   - association (response to the meaning beyond physical)
   - between specific products and atmospheric cues
   - results from non conscious associations
   - direct behavioral effects (big words, signs help)

Question 4

visual aspects in store

Answer 4

1. lightning
   - level of light changes sales
   - bright light makes people more alert of healthy products
   - contrast in brightness has impact
2. color
   - red gives more excitement but also less pleasure and purchase
   - blue is more calming
   - but identification of your logo is important

Question 5

auditory aspects in store

Answer 5

1. music
   - general presence of music is goed
   - music tempo: time perception and arousal better
   - volume: time perception better
   - type of music: expectation, classical music increases sales in expensive wines

• behavioral effects: driving fast
• cognitie effects: associations

Question 6

Olfactory aspects in store

Answer 6

• not much support for emotions, more on memory and associations
• not more purchase, but better evaluation

absolute scent: smell it yes or no
relative scent: if you smell it above all others

Question 7

Tactile aspects in store

Answer 7

• differences between categories (books vs. clothes) and individual (NFT)

Question 8

types of impulse buying

Answer 8

1. pure impulse buying
2. reminder impulse buying (yeah I reminded that I need it)
3. suggestion impulse buying (maybe didn’t even know it existed)
4. planned impulse buying (im gonna buy vegetables on sale)

Question 9

definition impulse buying

Answer 9

tendency to buy spontaneously, unreflectively
- psychological disequilibrium: lack of regard for consequences: hedonic component

Question 10

consumers contamination

Answer 10

• happens because of disgust
• differs per product

1. proximity to contact
2. time elapsed since previous contact
3. number of contact sources

Question 11

store layout

Answer 11

types of layout
- grid (easy to remember, fast, cost-efficient)
-free-form (relaxed, easy for browsing, more time spent, good overview)
-racetrack (drawn into the store, exposure to all products, entertaining)

Question 12

preference mapping

Answer 12

consumer liking score & sensory panel

Question 13

multisensory perception

Answer 13

• people don’t buy products, they buy experiences
• focus on combination of senses

Question 14

definition assortment size

Answer 14

total number of distinct alternatives available to the consumers when this consumer makes a choice in product category

Question 15

effect of assortment size on satisfaction

Answer 15

+: increases probability of finding the product that you want
-: aincrease clutter, makes choices more difficult, decreases motivation
-/+: use of heuristics helps

Question 16

study cutting down number of products

Answer 16

top-selling categories: sales increased with 11 percent (for products like milk or toilet paper)
across whole store: shopping frequency declined

assortment sizes affected positively, but doesn’t translate into similar behavior/choices

• recent years like more assortment (flexible)
• likes until a certain point (then it’s too much)
• depends per brand, consumer (variety seeker) and task (time pressure)

Question 17

adding inferior alternatives

Answer 17

adding an option makes other products more likely to buy, especially the one that is better in all aspects

Question 18

compromise effect of adding inferior products

Answer 18

expensive option added, middlecamera becomes more popular
- under time pressure the also comes up
- middle option has purchase justification

Question 19

completion compulsion

Answer 19

tendency to eat entire portions of food offered, even if it’s too much
-75% eat more soup
- until a certain point, then it declines

Question 20

Portion distortion drivers from vermeer

Answer 20

1. large portions standards
2. marketplace portions larger than recommended (serving is not the actual)
3. unclear labelling (health halo effect)
4. unit bias (equal portions, but different units: whole pizza vs. 4 slides has influence)
5. tableware (when plate is big, food looks smaller)

Question 21

food level strategies

Answer 21

1. reduce portion size
2. decrease containers size (not too small, take 2 packages)
3. realistic labelling
4. implicit signals (red chips to see portion)
5. offer doggy bag (not eat more because they paid for it)

Question 22

study effect size comparison almorin-roig et al

Answer 22

changing shape of glass/bottle and serving plate had biggest impact on how much people eat

Question 23

individual level strategies

Answer 23

1. eating rate lowering (less ability to experience)
2. portion size education

Question 24

population strategies

Answer 24

1. structural intervention: changing the environmental in which individuals behave (creating bike lines)
2. agentic intervention: target the individual and their knowledge or skills to make healthier choices (providing education on healthy eating habits) –> available folder, see it ,read it, use food vs. just adding it

Question 25

ladder (from drastic to mild)

Answer 25

prohibit choices
limit choices
fines undesirable behavior
rewards desired behavior
nudging environment
add new and improved options
monitor and info

at top: more resistance, more effective, more commerce/politics
at botten: freedom, less effective, lots of support, but smokescreen?