USC speech

November 6, 2007

Psychology of shopping quiz

Filed under: Uncategorized — minimax @ 5:08 pm

What would you say are your main hobbies? How much time do you spend on each of these hobbies? How and when did you become interested in these hobbies? Would you count shopping as one of your hobbies?

shopping bags

advertising • the business of trying to persuade people to buy products or services |  aisle • a long narrow space between the rows of shelves in a large shop | annoyed • angry and irritated |  anthropology • the study of the human race, its culture and society and its physical development | bargain • something on sale at a lower price than its true value | brand • the name given to a particular product by the company that makes it |  comparison shop • to compare the same or similar products at two or more shops before making a buying decision | compete • to try to be more successful than someone or something else | decor • the color, style and arrangement of the objects in a room |  disposable income • the money which you can spend as you want and not the money which you spend on taxes, food and other basic needs | district • an area of a country or town which has fixed borders that are used for official purposes, or which has a particular feature that makes it different from surrounding areas | escalator • a set of stairs moved up or down by electric power on which people can stand and be taken from one level of a building to another, especially in shops, railway stations and airports | identical • exactly the same, or very similar |  impulsive • showing behavior in which you do things suddenly without any planning and without considering the effects they may have | layout • the way that something is arranged |  marketing • a job that involves encouraging people to buy a product or service | merchandise • goods that are bought and sold |  obese • extremely fat |  psychology • the scientific study of the way the human mind works and how it influences behaviour, or the influence of a particular person’s character on their behaviour | research • a detailed study of a subject, especially in order to discover (new) information or reach a (new) understanding |  retail • the activity of selling goods to the public, usually in small quantities | shelf • long flat board fixed horizontally, usually against a wall or inside a cupboard so that objects can be stored on it |  signature item • the product that a company or shop is best known for | survey • an examination of opinions, behaviour, etc., made by asking people questions |  turn you off • to cause you feel displeasure or dislike

1 Which of the following fields studies how a retail store “works” or “doesn’t work”? 

A Retail anthropology.

B Retail psychology.

C Marketing.

D Market research.

What sort of stores do you like shopping at? What factors most influence whether or not you shop at a particular store–for example, price, store decor, or service? Can you describe a retail store that you especially like or enjoy shopping at? When was the last time you went shopping? How often do you go shopping? Do you enjoy window shopping? If so, what are some of your favorite places to do this? If not, why not?

2 Which of these colors makes customers feel like spending money? 

A Red.

B Dark green.

C Light purple.

Can you think of a possible explanation for the reason why the color that you chose might make people more likely to spend money? What do you spend most of your disposable income on? Where do you buy most of your clothes? In what situations are you more likely to spend money–for example, when you are depressed, bored, happy? Are you an impulsive shopper? What is the biggest impulse buy you have ever made?

3 Which is the worst location for a retail store? 

A Next to a competitor.

B Next to a bank.

C In a shopping mall.

D On a major shopping street.

What are your favorite shopping districts in Taipei? Why? Do you generally have a certain shop that you go to buy a certain kind of product–for example, one bakery for bread, or one bookstore for books?  Do you often comparison shop? Why or why not? What sort of retail store do you favor–one that has an independent location, one in a shopping mall, or a department store? Why?

4 Upon entering a store, in which direction do most shoppers go? 

A Left.

B Right.

C Straight ahead.

D It depends on the type of product sold at the store.

5 What is the best layout for a retail store? 

A Placing the best bargains at the front of the store.

B Placing the most expensive items at the front of the store.

C Placing the store’s signature item at the front of the store.

D Placing the store’s signature item at the back of the store.

6 How wide should aisles in a retail store be? 

A People should be able to pass each other going in opposite directions without their butts getting touched by the other person or the shelves on either side if they turn sideways to get past.

B The aisles should be just wide enough for one moderately obese person to pass easily, with the layout of the aisles forcing shoppers to move in one direction.

C A person standing in the middle of the aisle should be able to reach merchandise on either side by extending his or her arms fully.

When you go into a store, do you usually go in one particular direction?  Do store arrangements that force you to walk past many items that you may not be interested in–for example, escalators placed so that you have to walk through each floor in order to get to the next escalator up or down–annoy you? When you go into a store to buy something particular, do you often find that you end up buying other things? Do you own many things that you never use? Recently have you been in a store where you had such a bad experience that you decided never to return? If you’ve had such an experience, what was the reason you don’t plan on returning?

7 Which side of the brain does the best advertising appeal to? 

A Left (rational, analytical, practical).

B Right (emotional, intuitive).

C Both.

What sort of advertising appeals to you? Why? Is there an advertisement you’ve seen recently that particularly appealed to you, or one that especially turned you off? Do you think you are often persuaded to buy certain products because of persuasive advertising? Stan Shih (施振榮) claims that it will take fifty years to develop international marketing and advertising talent in Taiwan–do you think he is probably right? Why or why not?

8 According to a recent survey, what percentage of Taiwanese 20 to 29 would be willing to pay more for a product with a famous brand even if there were an identical product at a lower price?

A 23%.

B 54%.

C 82%.

How about yourself? What are some of your favorite brands? What gives them special appeal to you? For what types of products are brands more important for you–for example, clothing, high-tech devices, or cars? For which types of products are brands less important for you? What accounts for the difference in how important brands are for different types of products? Is the country where a product was made more important to you than the particular brand under which it is sold? Which countries’ products do you most like to buy? Why?

// answers

1 A

2 C

According to market research.

3 B

It takes consumers 25 feet to slow down from a quick walk. Because there is nothing to look at in a bank’s window, consumers pick up speed and don’t slow down fast enough to notice the store directly next to it. 

4 B

5

According to experts. Clients come to the store to buy the signature item and have to walk past all the other items before reaching what they want/need. This way the client can pick up extra items on the way in or out of the store.

6 A

If shoppers are touched from behind (the “butt-brush factor”), they become irritated and move on, without returning to buy. Aisles must be wide enough for people to pass without being touched.

7 B

According to experts. The right side of the brain is where the emotions and unconscious mind reside. This side is more susceptible to images and suggestions.

8 C

Second-highest in Asia, where the average is 54%.

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