Atmospherics: The Phantom Influences on Consumer Behavior Essay by Mic
Atmospherics: The Phantom Influences on Consumer Behavior
Looks at some of the strategies and techniques employed by various businesses in an effort to influence consumer behavior.
# 46350 | 2,431 words | 6 sources | MLA | 2003 |
Published on Jan 08, 2004 in Business (Marketing) , Business (Consumer Behavior) , Advertising (General) , Business (General)
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This paper attempts to show that atmospherics positively affect retail and service industries by enhancing the products themselves (sales effects), by promoting a store/service/franchise's credibility (store image) and by creating a more approachable shopping environment. Three different experiments, which demonstrate these strategies, are discussed and examined in an attempt to explain just how these atmospherics are applied to society.
From the Paper:"It is not an uncommon experience for many of us to have chosen a retail store for its environmental appeal, whether it is the friendliness of the employees, or the music playing in the background. Sometimes we are very well aware of these factors, but at other times we are totally oblivious to these influences. Where many would quickly disregard these background characteristics as nonsense, the reality of it is that they are specifically designed/manipulated to influence the behavior of consumers. Its most well known advocate, Philip Kotler, appropriately named it as the study of atmospherics (Chebat & Turley, 125). It is appropriate simply for the fact that these influences are present in the general background atmosphere."
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