9990 · 2.1.3
Retail atmospherics flashcards
Revision flashcards for Cambridge 9990 Retail atmospherics (syllabus 2.1.3). Flip, recall, then mark a real past-paper question.
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Kotler's atmospherics?
Deliberate design of buying environment using sensory cues to create desired emotional response and purchase behaviour.
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Mehrabian-Russell model?
Environmental stimuli → emotional states (pleasure, arousal, dominance) → approach or avoidance behaviour.
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Approach behaviour in retail?
Entering store, spending time, exploring, spending money, returning.
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Olfactory marketing example?
Bakeries venting fresh-bread scent; casinos using pleasant ambient fragrances to increase dwell time.
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Visual atmospherics?
Lighting warmth, colour scheme, cleanliness, spatial layout — signal quality and brand identity.
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Link to 2.1.1 and 2.1.2?
Layout (design) and music (sound) are components of the integrated atmospheric mix.
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What is 'atmospherics' according to Kotler (1973)?
The conscious designing of a space to produce specific emotional effects in the buyer that enhance their purchase probability. It involves managing sensory inputs like sight, sound, scent, and touch.
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Summarise the findings of Milliman's (1982) study on music tempo.
In a supermarket setting, slow-tempo background music led to a slower shopping pace and a 38% increase in sales volume compared to when fast-tempo music was played.
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What is 'multisensory congruence' in the context of atmospherics?
It is the principle that all sensory elements (visual, auditory, olfactory, tactile) in a retail environment should be consistent and align with each other and the overall brand image to create a cohesive and effective customer experience.
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What is the 'tactile' dimension of atmospherics?
It refers to the sense of touch and the opportunity for customers to physically interact with products. This 'haptic' feedback can influence perceptions of quality and increase purchase likelihood.
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Give an example of using the 'olfactory' dimension in retail.
A bakery venting the smell of fresh bread onto the street; a clothing store using a subtle, pleasant ambient scent (Spangenberg et al., 1996); or a hotel using a unique 'signature scent' in its lobby.