“How can retailers help consumers become more informed about the products they use while also making them happy?” write authors Cait Poynor, Pitt assistant professor of business administration in the Joseph M. Katz Graduate School of Business, and Stacy Wood, University of South Carolina professor of marketing. The answer seems to be in organizing products tailored to customers' knowledge levels. Their research indicates that simply organizing a store's existing stock in different ways can improve consumers' learning and their degree of satisfaction.
What works for one consumer may not work for another, however. The authors found that highly knowledgeable consumers liked being surprised by product formats; on the other hand, novice consumers had an easier time when familiar with product groupings.
The data was collected from 123 undergraduate students who completed a two-part study as part of their course work. Both parts were carried out online where the presentation of information could be manipulated. The benefit of an online environment is the infinite number of ways Web sites can be organized, says Poynor.
Students were first placed in two different groups based on their level of prior knowledge (low vs. high), which was determined by a written survey. They were then asked to make selections based upon information presented to them in various formats. Researchers then analyzed the students' choices based upon an algorithm that assessed product learning and satisfaction.
“Results may explain why expert cooks love the chaos of farmer's markets, whereas novice cooks find them overwhelming,” the authors explain. “Or, for retail food stores, a gourmet grocery that caters to a more knowledgeable 'foodie' may build a happier, better-informed consumer base by presenting items in more novel and exotic formats (by season, optimal wine pairings, or country of origin, for example), whereas retailers at the edge of a college campus may help their novice college-age shoppers most by grouping items in the most traditional formats-all fruits together, all coffee together, all bread together, etc.”
The study also found that highly knowledgeable consumers were “notoriously complacent” when it came to paying attention to product information. People who consider themselves experts in a domain generally breeze past potentially new and important information, while novices employ all of their cognitive capacity when making a purchase decision.
According to the research, the way to establish the most satisfied and well-informed consumer can only be determined by considering consumer familiarity with product categories and their expectations about the retail environment.
A sudden drop in outdoor temperature increases the risk of respiratory infections
11.01.2017 | University of Gothenburg
Urbanization to convert 300,000 km2 of prime croplands
27.12.2016 | Mercator Research Institute on Global Commons and Climate Change (MCC) gGmbH
Among the general public, solar thermal energy is currently associated with dark blue, rectangular collectors on building roofs. Technologies are needed for aesthetically high quality architecture which offer the architect more room for manoeuvre when it comes to low- and plus-energy buildings. With the “ArKol” project, researchers at Fraunhofer ISE together with partners are currently developing two façade collectors for solar thermal energy generation, which permit a high degree of design flexibility: a strip collector for opaque façade sections and a solar thermal blind for transparent sections. The current state of the two developments will be presented at the BAU 2017 trade fair.
As part of the “ArKol – development of architecturally highly integrated façade collectors with heat pipes” project, Fraunhofer ISE together with its partners...
At TU Wien, an alternative for resource intensive formwork for the construction of concrete domes was developed. It is now used in a test dome for the Austrian Federal Railways Infrastructure (ÖBB Infrastruktur).
Concrete shells are efficient structures, but not very resource efficient. The formwork for the construction of concrete domes alone requires a high amount of...
Many pathogens use certain sugar compounds from their host to help conceal themselves against the immune system. Scientists at the University of Bonn have now, in cooperation with researchers at the University of York in the United Kingdom, analyzed the dynamics of a bacterial molecule that is involved in this process. They demonstrate that the protein grabs onto the sugar molecule with a Pac Man-like chewing motion and holds it until it can be used. Their results could help design therapeutics that could make the protein poorer at grabbing and holding and hence compromise the pathogen in the host. The study has now been published in “Biophysical Journal”.
The cells of the mouth, nose and intestinal mucosa produce large quantities of a chemical called sialic acid. Many bacteria possess a special transport system...
UMD, NOAA collaboration demonstrates suitability of in-orbit datasets for weather satellite calibration
"Traffic and weather, together on the hour!" blasts your local radio station, while your smartphone knows the weather halfway across the world. A network of...
Fiber-reinforced plastics (FRP) are frequently used in the aeronautic and automobile industry. However, the repair of workpieces made of these composite materials is often less profitable than exchanging the part. In order to increase the lifetime of FRP parts and to make them more eco-efficient, the Laser Zentrum Hannover e.V. (LZH) and the Apodius GmbH want to combine a new measuring device for fiber layer orientation with an innovative laser-based repair process.
Defects in FRP pieces may be production or operation-related. Whether or not repair is cost-effective depends on the geometry of the defective area, the tools...
10.01.2017 | Event News
09.01.2017 | Event News
05.01.2017 | Event News
16.01.2017 | Power and Electrical Engineering
16.01.2017 | Information Technology
16.01.2017 | Power and Electrical Engineering