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Store Design (Subject) / Fragen 1-3 (Lesson)

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• To find out about shopping behaviour, it is best: 1) to ensure that shoppers do not notice, that they are being observed 2) to observe thei actual in-store behaviour
• Where can an observational study probably be conducted more efficiently? In a supermarket > in an antique store
• How would you use the area of the store right after the entrance? Place an employee there who greets the customer and hands them a shopping basket.
• Shoppers prefer Escalators over elevators To Stay in the same floor
• In which of the following countries do people stand the closet to each other Egypt
• The most probable reason why shoppers often walk counterclockwise in stores is that The layout of the store induces them to do so
• Advantage of boutique stores Encourages browsing
• It is easy for shoppers to find their way in a store when a grid layout is used. False
• Which layout is the best for a small bakery? Counter-Store
• Selective perception Customers see the products which are relevant for them more easily
• Advertisement
• Best layout for a uniqe fashion store Boutique > grid/counter/ forccced-path
• Display bin e.g. flow breaker in the beginning of the store "Buy one get two"
• End cap with the most attention End cap close to the check out
• Where should prodicts directed at children be placed? In their own lower eye level.
• Products placed at the shopper's eye level: Receive more attention Are evaluated better than products placed elsewhere
• Eyetracking Fixation 1/4 - 1/2 second  --> Shows where customer pays attentipn to
• Who invented the concept of cognitive maps? Tolman
• Which element of a cognitive map attracts shopper so a specific part of the shop? A landmark
• Ideal numbers of messages per sign? 1
• Pictures are more easiliy______________________than words. Retrieved Stored Perceived
• Texts and pictures are stored in seperat but related systems in long-term memory true
• Dual coding theory It's easier to remember, store verbal and non-verbal signs.
• Advantages of the forbidden place effect: Exclusive Consumers have a perception of mastery when they overcome a hurdle.
• What factors can destroy an intended store atmosphere? Too many people Noises from outside
• Smell Sense Olfaction
• Dimensions of shoppers emotional state Pleasure Dominance Arousal (NOT HAPPINESS)
• Describe the central statement of Mehrabian-Russel-Model: The environment has an influnce of the behaviour (indirect) by changing the consumers affective state (direct).
• When is the performance level at a peak When arousal level is medium
• What is the least advantageous form of bringing music to a store Commercial radio station
• Music Needs to fit to the target group Can create avoidance or approach behaviour Influences emotions
• Advertisement
• The biophilia hypothesis can be used to explain shoppers' preference for natural daylight.
• Light influences costumers because it regulates the shoppers activation level.
• Baker-Miller-Pink Calms people down
• Stimuli must be congruent

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