Worked example 1
During a holiday sale, a department store becomes densely packed. Some shoppers leave quickly complaining of stress, while others buy more, saying the atmosphere feels 'exciting'. The store uses red sale banners and keeps the heating high. Using environmental psychology, explain these contrasting reactions and evaluate the store's strategy.
Show solution outline
Apply — crowding (inverted-U): Moderate density can signal social proof and popularity → excitement and impulse purchases (2.4.3). Excessive crowding exceeds personal space tolerance (2.2.3) → stress, avoidance, early exit.
Apply — colour: Red banners increase arousal and urgency — effective for time-limited sales but may worsen stress for already-crowded shoppers.
Apply — temperature: High heating in an overcrowded space amplifies discomfort → faster departure for some; others may tolerate it if goal-directed (specific sale item).
Apply — Barker: Sale day creates a distinct behaviour setting with norms of urgency and competition — some thrive, others avoid.
Evaluate — strengths: Explains individual differences within same environment — supports interactionist view (person × situation).
Evaluate — limitations: Ethical — exploiting crowded excitement may pressure vulnerable shoppers. Short-term gains vs long-term brand avoidance. Confounding — holiday mood and discounts, not environment alone, drive purchases. Cultural variation — contact cultures tolerate crowding differently (2.2.3).