9990 · 2.2.1
Environmental influences on consumers flashcards
Revision flashcards for Cambridge 9990 Environmental influences on consumers (syllabus 2.2.1). Flip, recall, then mark a real past-paper question.
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Crowding vs density?
Density = people per area; crowding = subjective feeling that space is insufficient — psychological, not just physical.
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Inverted-U and crowding?
Moderate crowding can signal popularity (excitement); excessive crowding causes stress and avoidance.
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Colour — red in retail?
Creates urgency, attracts attention — used for sales signs and clearance (but can raise arousal uncomfortably).
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Colour — blue in marketing?
Associated with trust, calm, competence — common in banking and healthcare branding.
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Barker's behaviour settings?
Each physical environment has norms governing appropriate behaviour — e.g. quiet in libraries, browsing in shops.
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Temperature effect?
Uncomfortable heat/cold reduces dwell time and willingness to browse; comfortable warmth can increase it.
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Distinguish between density and crowding in a consumer context.
Density is the objective, physical measure of the number of people in a given space. Crowding is the subjective, negative psychological feeling that the space is too full, leading to stress and behavioural changes.
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What is an 'affective state' and how does the retail environment influence it?
An affective state refers to a person's mood or emotional feelings. Environmental factors like pleasant music, comfortable temperature, or calming colours can induce a positive affective state, while crowding or unpleasant smells can induce a negative one.
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What is the typical psychological effect of warm colours (e.g., red, orange) in retail?
Warm colours are physically arousing. They can increase heart rate and create a sense of urgency or excitement. They are often used to grab attention, signal sales, and encourage rapid, impulse purchases.
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What is the typical psychological effect of cool colours (e.g., blue, green) in retail?
Cool colours are psychologically calming and relaxing. They can create feelings of trust, security, and serenity. They are often used in environments where consumers need to feel comfortable making high-consideration purchases, like banks or high-end retailers.
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Define 'situational factors' in consumer psychology and provide two examples.
Temporary conditions related to a specific time and place that influence consumer behaviour. Examples include time pressure (being in a hurry) and social surroundings (shopping with children versus shopping alone).