Psychology – A Level specialist option – Consumer Psychology | e-Consult
A Level specialist option – Consumer Psychology (1 questions)
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Model Answer:
Store layout and atmosphere function as “silent salespeople” that shape the consumer’s journey through the space. Their impact can be evaluated using the following points:
- Layout design:
- Grid layout (e.g., supermarkets) encourages systematic browsing, increasing the number of items examined and impulse purchases.
- Free‑flow layout (e.g., boutique clothing stores) creates a relaxed atmosphere, encouraging longer dwell time and higher perceived exclusivity.
- Atmospheric cues:
- Lighting: Warm, low‑intensity lighting in cosmetics sections highlights product colour and can boost sales by 15‑20% (studies by Kotler, 2019).
- Music tempo: Slow background music in a wine shop prolongs browsing time, leading to higher average transaction values.
- Behavioural outcomes:
- Increased dwell time → higher probability of impulse buying.
- Clear sight‑lines → easier product location, reducing decision fatigue.
- Congruent atmosphere → stronger brand‑store fit, enhancing perceived quality.