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consumer psychology paper 3! - Coggle Diagram
consumer psychology paper 3!
Vrechopoulos et al
AIM:
investigated 3 virtual layouts and which had the most positive effect on customers
SAMPLE:
120 participants, from Greece and UK
LAB EXPERIMENT
INDEPENDENT MEASURES
RESULTS:
freeform
was most useful and most fun,
grid layout
was the easiest to use,
racetrack
was the hardest to use,
racetrack and freeform
had the shoppers most engaged for longer than predicted
EVALUATION:
Quantitative data:
easy to compare answers and analyze however high demand characteristics
Ecological Validity:
high ecological validity, high mundane realism
North et al
AIM:
investigated the effect of music style, on the money spent in restaurants
SAMPLE:
393 participants
FIELD EXPERIMENT
INDEPENDENT MEASURES
RESULTS:
more money was spent in coffee shops when classical music was played compare to pop music
CONCLUSION:
classical music = more money spent, classical music was preferred, promotes an upmarket atmosphere
EVALUATION
HIGH ECOLOGICAL VALIDITY
APPLICATION TO EVERYDAY LIFE
Mower et al
AIM:
investigate the influence of external atmospheric variables on customer responses
SAMPLE:
convenience sample, 180 college students, 94% female 6% male
INDEPENDENT MEASURES
RESULTS:
window displays and landscaping = no effect on arousal or pleasure, high liking of the store, increase in patronage spendings
CONCLUSION:
achieved positive consumer responses, if the exterior was liked = high patronage spendings
EVALUATION
QUANTITATIVE DATA:
can easily compare the effects of different descriptions of the PAD Model
ECOLOGICAL VALIDITY:
low ecological validity, didnt visit the store in real life, cant tell if responses was because of the questions or the store front
CULTURAL DIFFERENCES:
people from different cultures have different shopping attitudes, was only done on americans
Robson et al
AIM:
to find out how diners perceive specific table distances during particular dining experiences
LAB EXPERIMENT
SAMPLE:
1000 participants from USA
Urban, Suburban, Rural, volunteering sampling
RESULTS:
Closer spacing = less private, More crowded
Farther spacing = more private, Less crowding
Business - no effect
Friend - Moderate
Romantic - Close to each other
frequent - More comf
infrequent - less comf
CONCLUSION:
Customers tend to dislike closely spaced tables in restaurants regardless of individual differences, favoring more generous spacing, especially in romantic situations
EVALUATION:
APPLICATION TO REAL LIFE:
Restaurant owners and designers can use the findings to optimize dining environments, like using booths and dividers for privacy even at close physical proximity
ETHICS:
Participants' identities were kept unknown, and details that could identify individuals were not recorded
HIGH VALIDITY:
Controlling participant variables related to restaurant experience, frequency of dining out, and urban/rural residence
Hall et al
AIM
whether choice blindness would be apparent in customers decision making process in a naturalistic setting
SAMPLE
180 ppts, 118 females and 42 male. 16-80 years old. collected through opportunity sampling
DESIGN:
field experiment and independent measures design
EVALUATION:
Lack Of Generalisability
: large sample used but only in one Swedish supermarket, results may be culturally biased and may not apply to other nationalities, also more females in sample
ETHICS:
ppts were told it was a 'quality control' test and were unaware they were part of a study- gave no consent and were deceived
researchers presented themselves as being independent consultants contracted to survey the quality of tea and jam assortment at the shop
RESULTS:
ppt were blind to the mismatch and didnt realize any difference EVEN if the tastes were vastly different
Becker et al
AIM:
whether the product's shape and color would affect the perception consumers have on the product's taste
SAMPLE:
151 ppt from the ages 15 to 81 and were collected through opportunity sampling
FEILD EXPERIEMNT
INDEPENDENT MEASURES
RESULTS
angular shapes affected price expectancy, taste intensity and potency. they were also preferred over rounded. Also saturation did not affect perception except for design sensitive people
CONCLUSION:
Color and Imagery Influence Perceptions:
The study found that the color and imagery used in food packaging significantly influenced consumers' perceptions of the product. Bright and vibrant colors, as well as appealing images, were more likely to attract attention and elicit positive associations with the product.
Packaging Shape Matters:
The researchers observed that the shape of food packaging played a role in consumers' perceptions and purchase decisions. Unique or novel packaging shapes were more likely to stand out on the shelves and capture consumers' interest, potentially leading to increased sales
EVALUATION:
HIGH ECOLOGICAL VALIDITY
HIGH REPRESENTATIVENESS
Synder &DeBono
AIM
to investigate different personality types respond to different types of advertisements.
SAMPLE
opportunity sampling 40 participants female and male undergraduate students of introductory psychology at the university of minnesota
RESULTS
High self-monitors were more willing to try it if they thought it will make their hair looking good.