Consumer Psychology 9990
Chisala Lishomwa
2. Consumer Psychology
2.1 The Physical Environment
2.1.1 Retail Store Design
Types of Store Exterior Design:
Storefront: The main entrance and facade of the store. It must be inviting and
communicate the store's brand identity.
Window Displays: Designed to attract attention, create desire, and draw customers
inside. They often use themes, lighting, and mannequins.
Landscaping: The use of plants, flowers, and outdoor decor to create an attractive
and welcoming approach to the store.
Types of Store Interior Layout:
Grid Layout: Aisles are arranged in a predictable, rectangular pattern (e.g.,
supermarkets). Advantages: Efficient use of space, familiar to customers.
Disadvantages: Can feel boring and utilitarian.
Freeform Layout: Asymmetrical arrangement of fixtures and aisles (e.g., boutique
shops). Advantages: Creates a relaxed atmosphere, encourages browsing.
Disadvantages: Can feel confusing, inefficient use of space.
Racetrack Layout: A main aisle loops through the store, providing access to different
departments (e.g., large department stores like IKEA). Advantages: Exposes
customers to the entire merchandise range. Disadvantages: Can feel forced and
manipulative.
Use of Virtual Store Layouts: Computer-generated simulations of store environments
used by researchers and designers to test new layouts cheaply and efficiently before
implementing them in real life. Allows for controlled experimentation.
Key Study: Mower et al. (2012) – Store Exterior
Aim: To investigate how landscaping (well-maintained vs. neglected) influences
perceptions of store price, quality, and safety.
,Method: Participants were shown photographs of a store with either well-maintained
landscaping (colourful flowers, trimmed bushes) or neglected landscaping (dead
flowers, overgrown weeds). They then rated the store on various dimensions.
Findings: The store with well-maintained landscaping was perceived as having higher
quality products, higher prices, and being a safer environment compared to the store
with neglected landscaping.
Conclusion: Store exteriors, specifically landscaping, act as a powerful cue for forming
consumer judgements about a store before even entering it.
Evaluation:
High control over variables using standardised photographs.
Low ecological validity – judging a photo is not the same as visiting a real store.
Demand characteristics – participants may have guessed the aim.
Key Study: Vrechopoulos et al. (2004) – Virtual Store Layouts
Aim: To compare consumer behaviour in different virtual store layouts (grid, freeform,
racetrack).
Method: Participants navigated through 3D virtual models of supermarkets with
different layouts. Researchers tracked their movement patterns, shopping time, and
ability to find products.
Findings:
Grid layout: fastest shopping time, highest ease of orientation.
Racetrack layout: highest exposure to merchandise, increased unplanned
purchases.
Freeform layout: highest perceived enjoyment but lowest ease of orientation.
Conclusion: Different layouts serve different purposes: grid for efficiency, racetrack for
maximising b , freeform for experience.
Evaluation:
Ethical & practical – allows for easy testing of layouts without cost of real
construction.
High control over extraneous variables.
May lack realism – participants know it's not real, so behaviour may not be natural.
Relevant Issues, Debates & Methodology:
Cultural Differences: Ideal store design may vary by culture (e.g., crowded markets
are preferred in some cultures, spacious layouts in others).
Questionnaires: Used by Mower et al. to gather subjective data on perceptions.
Quantitative & Qualitative Data: Mower collected quantitative ratings; researchers
could also use qualitative interviews to understand why a layout feels better.
, Objective & Subjective Data: Vrechopoulos collected objective movement data;
Mower collected subjective perception data.
Ecological Validity: A key trade-off. Lab studies (Vrechopoulos) control variables but
lack realism. Field studies in real stores are high in ecological validity but low in control.
2.1.2 Sound and Consumer Behaviour
Music in Restaurants: Background music can influence mood, perceived waiting time,
and spending behaviour. Slow-tempo music often leads to longer stays and higher
spend on drinks/desserts.
Key Study: North et al. (2003) – Musical Style & Spending
Aim: To investigate if the style of background music (classical vs. pop) influenced wine
sales in a restaurant.
Method: A field experiment in a restaurant where the background music was alternated
over several weeks. Each day, either classical music or pop music was played. The
researchers recorded wine sales.
Findings: Significantly more expensive wine was purchased on days when classical
music was played compared to days with pop music. The music style did not affect the
amount of wine sold, but the type (price).
Conclusion: Background music acts as a subtle cue that primes associated concepts
(e.g., classical music → sophistication → expensive wine).
Evaluation:
High ecological validity – real restaurant, real customers, real purchases.
Objective data – actual sales figures, not self-report.
Lack of control – other variables (e.g., type of customer each day) could have
influenced results, though time period should balance this out.
Background Noise: Sound can affect taste perception. For example, loud noise can
suppress the ability to perceive sweetness and saltiness, making food taste blander.
Study: Woods et al. (2011) – Noise & Taste
Method: Participants rated the intensity, sweetness, and saltiness of foods while
wearing headphones playing either silence or loud white noise.
Findings: Foods were perceived as less sweet and less salty in the loud noise
condition compared to silence.
Chisala Lishomwa
2. Consumer Psychology
2.1 The Physical Environment
2.1.1 Retail Store Design
Types of Store Exterior Design:
Storefront: The main entrance and facade of the store. It must be inviting and
communicate the store's brand identity.
Window Displays: Designed to attract attention, create desire, and draw customers
inside. They often use themes, lighting, and mannequins.
Landscaping: The use of plants, flowers, and outdoor decor to create an attractive
and welcoming approach to the store.
Types of Store Interior Layout:
Grid Layout: Aisles are arranged in a predictable, rectangular pattern (e.g.,
supermarkets). Advantages: Efficient use of space, familiar to customers.
Disadvantages: Can feel boring and utilitarian.
Freeform Layout: Asymmetrical arrangement of fixtures and aisles (e.g., boutique
shops). Advantages: Creates a relaxed atmosphere, encourages browsing.
Disadvantages: Can feel confusing, inefficient use of space.
Racetrack Layout: A main aisle loops through the store, providing access to different
departments (e.g., large department stores like IKEA). Advantages: Exposes
customers to the entire merchandise range. Disadvantages: Can feel forced and
manipulative.
Use of Virtual Store Layouts: Computer-generated simulations of store environments
used by researchers and designers to test new layouts cheaply and efficiently before
implementing them in real life. Allows for controlled experimentation.
Key Study: Mower et al. (2012) – Store Exterior
Aim: To investigate how landscaping (well-maintained vs. neglected) influences
perceptions of store price, quality, and safety.
,Method: Participants were shown photographs of a store with either well-maintained
landscaping (colourful flowers, trimmed bushes) or neglected landscaping (dead
flowers, overgrown weeds). They then rated the store on various dimensions.
Findings: The store with well-maintained landscaping was perceived as having higher
quality products, higher prices, and being a safer environment compared to the store
with neglected landscaping.
Conclusion: Store exteriors, specifically landscaping, act as a powerful cue for forming
consumer judgements about a store before even entering it.
Evaluation:
High control over variables using standardised photographs.
Low ecological validity – judging a photo is not the same as visiting a real store.
Demand characteristics – participants may have guessed the aim.
Key Study: Vrechopoulos et al. (2004) – Virtual Store Layouts
Aim: To compare consumer behaviour in different virtual store layouts (grid, freeform,
racetrack).
Method: Participants navigated through 3D virtual models of supermarkets with
different layouts. Researchers tracked their movement patterns, shopping time, and
ability to find products.
Findings:
Grid layout: fastest shopping time, highest ease of orientation.
Racetrack layout: highest exposure to merchandise, increased unplanned
purchases.
Freeform layout: highest perceived enjoyment but lowest ease of orientation.
Conclusion: Different layouts serve different purposes: grid for efficiency, racetrack for
maximising b , freeform for experience.
Evaluation:
Ethical & practical – allows for easy testing of layouts without cost of real
construction.
High control over extraneous variables.
May lack realism – participants know it's not real, so behaviour may not be natural.
Relevant Issues, Debates & Methodology:
Cultural Differences: Ideal store design may vary by culture (e.g., crowded markets
are preferred in some cultures, spacious layouts in others).
Questionnaires: Used by Mower et al. to gather subjective data on perceptions.
Quantitative & Qualitative Data: Mower collected quantitative ratings; researchers
could also use qualitative interviews to understand why a layout feels better.
, Objective & Subjective Data: Vrechopoulos collected objective movement data;
Mower collected subjective perception data.
Ecological Validity: A key trade-off. Lab studies (Vrechopoulos) control variables but
lack realism. Field studies in real stores are high in ecological validity but low in control.
2.1.2 Sound and Consumer Behaviour
Music in Restaurants: Background music can influence mood, perceived waiting time,
and spending behaviour. Slow-tempo music often leads to longer stays and higher
spend on drinks/desserts.
Key Study: North et al. (2003) – Musical Style & Spending
Aim: To investigate if the style of background music (classical vs. pop) influenced wine
sales in a restaurant.
Method: A field experiment in a restaurant where the background music was alternated
over several weeks. Each day, either classical music or pop music was played. The
researchers recorded wine sales.
Findings: Significantly more expensive wine was purchased on days when classical
music was played compared to days with pop music. The music style did not affect the
amount of wine sold, but the type (price).
Conclusion: Background music acts as a subtle cue that primes associated concepts
(e.g., classical music → sophistication → expensive wine).
Evaluation:
High ecological validity – real restaurant, real customers, real purchases.
Objective data – actual sales figures, not self-report.
Lack of control – other variables (e.g., type of customer each day) could have
influenced results, though time period should balance this out.
Background Noise: Sound can affect taste perception. For example, loud noise can
suppress the ability to perceive sweetness and saltiness, making food taste blander.
Study: Woods et al. (2011) – Noise & Taste
Method: Participants rated the intensity, sweetness, and saltiness of foods while
wearing headphones playing either silence or loud white noise.
Findings: Foods were perceived as less sweet and less salty in the loud noise
condition compared to silence.
