“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.
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10.08.2017 | Berlin-Institut für Bevölkerung und Entwicklung
Scientists reveal source of human heartbeat in 3-D
07.08.2017 | University of Manchester
Whether you call it effervescent, fizzy, or sparkling, carbonated water is making a comeback as a beverage. Aside from quenching thirst, researchers at the University of Illinois at Urbana-Champaign have discovered a new use for these "bubbly" concoctions that will have major impact on the manufacturer of the world's thinnest, flattest, and one most useful materials -- graphene.
As graphene's popularity grows as an advanced "wonder" material, the speed and quality at which it can be manufactured will be paramount. With that in mind,...
Physicists at the University of Bonn have managed to create optical hollows and more complex patterns into which the light of a Bose-Einstein condensate flows. The creation of such highly low-loss structures for light is a prerequisite for complex light circuits, such as for quantum information processing for a new generation of computers. The researchers are now presenting their results in the journal Nature Photonics.
Light particles (photons) occur as tiny, indivisible portions. Many thousands of these light portions can be merged to form a single super-photon if they are...
For the first time, scientists have shown that circular RNA is linked to brain function. When a RNA molecule called Cdr1as was deleted from the genome of mice, the animals had problems filtering out unnecessary information – like patients suffering from neuropsychiatric disorders.
While hundreds of circular RNAs (circRNAs) are abundant in mammalian brains, one big question has remained unanswered: What are they actually good for? In the...
An experimental small satellite has successfully collected and delivered data on a key measurement for predicting changes in Earth's climate.
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A study led by scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg presents evidence of the coexistence of superconductivity and “charge-density-waves” in compounds of the poorly-studied family of bismuthates. This observation opens up new perspectives for a deeper understanding of the phenomenon of high-temperature superconductivity, a topic which is at the core of condensed matter research since more than 30 years. The paper by Nicoletti et al has been published in the PNAS.
Since the beginning of the 20th century, superconductivity had been observed in some metals at temperatures only a few degrees above the absolute zero (minus...
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