Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

We’re most susceptible to outside influence in the earliest stages of shopping

28.03.2006


Researchers from MIT show that we’re most susceptible to promotions and coupons at the entrance of a store – before we’ve had a chance to figure out our shopping goals. Notably, conditional coupons presented at this stage are so powerful that they can cause a consumer to spend either more or less than usual, depending on whether the condition stipulated on the coupon is higher or lower than how much the consumer would otherwise spend.



"Consumers start with fuzzy shopping goals, which become more concrete as the shopping experience progresses," explain Leonard Lee and Dan Ariely in a forthcoming issue of the Journal of Consumer Research. "Because of the initial lack of concreteness of their goals, consumers’ sensitivity to external cues is likely to be higher in the earlier stage of their shopping when their goals are more malleable."

Based on a series of filed tests in convenience stores, the researchers explain that when we first enter a store, our shopping goals are relatively abstract and thus more susceptible to outside influence. However, once we’re inside, we accumulate evidence and a sense of direction. Our goals become more specific and we become more certain of what we’re going to buy and how much we are willing to spend. Thus, coupons in the aisles of stores are far less effective than those presented at the entrance.


"When the required spending level is higher than their typical spending level, they spend more; when the required spending is lower, they spend less," write the authors. "This experiment also demonstrates that customers’ spending tends to shift with the minimum spending conditions stated on their coupons."

Suzanne Wu | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Social Sciences:

nachricht New measure for the wellbeing of populations could replace Human Development Index
07.11.2018 | International Institute for Applied Systems Analysis (IIASA)

nachricht Because not only arguments count
30.10.2018 | Max-Planck-Institut für Mathematik in den Naturwissenschaften (MPIMIS)

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: An energy-efficient way to stay warm: Sew high-tech heating patches to your clothes

Personal patches could reduce energy waste in buildings, Rutgers-led study says

What if, instead of turning up the thermostat, you could warm up with high-tech, flexible patches sewn into your clothes - while significantly reducing your...

Im Focus: Lethal combination: Drug cocktail turns off the juice to cancer cells

A widely used diabetes medication combined with an antihypertensive drug specifically inhibits tumor growth – this was discovered by researchers from the University of Basel’s Biozentrum two years ago. In a follow-up study, recently published in “Cell Reports”, the scientists report that this drug cocktail induces cancer cell death by switching off their energy supply.

The widely used anti-diabetes drug metformin not only reduces blood sugar but also has an anti-cancer effect. However, the metformin dose commonly used in the...

Im Focus: New Foldable Drone Flies through Narrow Holes in Rescue Missions

A research team from the University of Zurich has developed a new drone that can retract its propeller arms in flight and make itself small to fit through narrow gaps and holes. This is particularly useful when searching for victims of natural disasters.

Inspecting a damaged building after an earthquake or during a fire is exactly the kind of job that human rescuers would like drones to do for them. A flying...

Im Focus: Topological material switched off and on for the first time

Key advance for future topological transistors

Over the last decade, there has been much excitement about the discovery, recognised by the Nobel Prize in Physics only two years ago, that there are two types...

Im Focus: Researchers develop method to transfer entire 2D circuits to any smooth surface

What if a sensor sensing a thing could be part of the thing itself? Rice University engineers believe they have a two-dimensional solution to do just that.

Rice engineers led by materials scientists Pulickel Ajayan and Jun Lou have developed a method to make atom-flat sensors that seamlessly integrate with devices...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

ICTM Conference 2019: Digitization emerges as an engineering trend for turbomachinery construction

12.12.2018 | Event News

New Plastics Economy Investor Forum - Meeting Point for Innovations

10.12.2018 | Event News

EGU 2019 meeting: Media registration now open

06.12.2018 | Event News

 
Latest News

Magic number colloidal clusters

13.12.2018 | Life Sciences

UNLV study unlocks clues to how planets form

13.12.2018 | Physics and Astronomy

Live from the ocean research vessel Atlantis

13.12.2018 | Earth Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>