Blog 4
This weeks blog continues on the subject of Perception, looking at an experiment that our class held to help define a persons perception. We all had a choice of which type of experiment we would like to do. Here are the experiments that we had a choice from.
• An experiment to test out the effect of the use of particular colours on wine labelling on the perception of the quality of that wine
• An experiment to test out music effects on perceived quality e.g. different backing tracks to advertisements for a particular product such as beer or perfume
• An analysis of the use of atmospherics in a number of competing retail stores (e.g. use of lighting, music, colour etc) to see how the retail outlet owner is trying to influence people’s perception of his store or product range
• Observe 2 or more people involved in a high cost purchases (e.g. a car, holiday or computer) and identify the detailed stages in their decision making process. Compare and contrast the different shoppers and account for any differences in behaviour which might relate to their perception of the risks involved
The experiment of my choice was the 2nd option. I felt this would be the easiest one as i have had over 4 years retail experience as a sales assistant and personal shopper which involved me studying merchandising, the stores layout and its windows displays.
My next step was to compare two stores and the uses of atmospherics and how they are used to influence a customers perception. Taking the consumers 5 senses into consideration, i was able to successfully analyse and capture how the stores appealed to the consumers 5 senses. Here are afew of the picture that I took to show how what stood out to me the most and that i felt most effective.
As you can see here i have taken a picture of the opening of River Island comparred with H&M. River Island clearly has a more exciting and inviting window display, unlike H&M which is very plain and poorly lit. With the use of a persons 5 sense (sight, sound, smell, taste, and touch) we are able to analyse the the perceptual process which cansists of the 5 senses.
‘The perceptual process is a sequence of steps that begins with the environment and leads to our perceptionvof a stimuli and an action response to the stimulus’ (psychology 2009)
Continuing my journey through both of the stores, it was more than clear that the use of atmospherics can impact a store success and a persons perception greatly. H&M had a very grey and blank look through out, and River Island has a more exciting, texturised and visually impressive layout.
So, next time you pop out to the shops, have look round and you will start to see what those shops have done to try and successfully attract you to there shops with the use of visual atmospherics. You’d be surprised as to how abvious they realy are when you go looking for them!!!
This weeks blog continues on the subject of Perception, looking at an experiment that our class held to help define a persons perception. We all had a choice of which type of experiment we would like to do. Here are the experiments that we had a choice from.
• An experiment to test out the effect of the use of particular colours on wine labelling on the perception of the quality of that wine
• An experiment to test out music effects on perceived quality e.g. different backing tracks to advertisements for a particular product such as beer or perfume
• An analysis of the use of atmospherics in a number of competing retail stores (e.g. use of lighting, music, colour etc) to see how the retail outlet owner is trying to influence people’s perception of his store or product range
• Observe 2 or more people involved in a high cost purchases (e.g. a car, holiday or computer) and identify the detailed stages in their decision making process. Compare and contrast the different shoppers and account for any differences in behaviour which might relate to their perception of the risks involved
The experiment of my choice was the 2nd option. I felt this would be the easiest one as i have had over 4 years retail experience as a sales assistant and personal shopper which involved me studying merchandising, the stores layout and its windows displays.
My next step was to compare two stores and the uses of atmospherics and how they are used to influence a customers perception. Taking the consumers 5 senses into consideration, i was able to successfully analyse and capture how the stores appealed to the consumers 5 senses. Here are afew of the picture that I took to show how what stood out to me the most and that i felt most effective.
As you can see here i have taken a picture of the opening of River Island comparred with H&M. River Island clearly has a more exciting and inviting window display, unlike H&M which is very plain and poorly lit. With the use of a persons 5 sense (sight, sound, smell, taste, and touch) we are able to analyse the the perceptual process which cansists of the 5 senses.
‘The perceptual process is a sequence of steps that begins with the environment and leads to our perceptionvof a stimuli and an action response to the stimulus’ (psychology 2009)
Continuing my journey through both of the stores, it was more than clear that the use of atmospherics can impact a store success and a persons perception greatly. H&M had a very grey and blank look through out, and River Island has a more exciting, texturised and visually impressive layout.
So, next time you pop out to the shops, have look round and you will start to see what those shops have done to try and successfully attract you to there shops with the use of visual atmospherics. You’d be surprised as to how abvious they realy are when you go looking for them!!!
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