Consumer behaviour and personal space flashcards

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Hall's intimate zone?

0–45 cm — reserved for close relationships; invasion in retail causes discomfort and withdrawal.

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Hall's personal zone?

45 cm–1.2 m — comfortable distance for friendly interaction; sales staff should respect this boundary.

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Hall's social zone?

1.2–3.6 m — impersonal business interactions; appropriate for brief customer service exchanges.

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Territoriality in shops?

Shoppers defend 'their' space around trolleys/baskets; others cutting in triggers irritation and avoidance.

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Contact vs non-contact cultures?

Mediterranean/Middle Eastern = closer norms; Northern European/North American = greater distance preferred.

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Link to 2.2.1?

Crowding (environmental) becomes stressful when personal space zones are repeatedly invaded.

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Define 'proxemics' in a consumer context.

The study of how people use space in purchasing environments. It includes interpersonal distances between shoppers, and between shoppers and staff, which can affect comfort, stress, and purchasing behaviour. (Hall, 1966).

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What is the 'butt-brush effect'?

A term from Paco Underhill's research describing how shoppers, particularly women, will abandon browsing an item if they are repeatedly brushed from behind, as this invades their personal space and causes discomfort.

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Distinguish between density and crowding.

Density is the objective, physical measure of the number of individuals per unit of space. Crowding is the subjective, negative psychological experience of feeling that the space is too full, leading to stress and avoidance.

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Give an example of a 'secondary territory' in a consumer setting.

A customer's 'usual' table at their favourite coffee shop, or a preferred seat at a local cinema. It is a public space that an individual has personalised through repeated use and feels a sense of psychological ownership over.

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How can retailers reduce the negative effects of perceived crowding?

By improving store layout for better traffic flow, using clear signage, providing 'escape' areas (e.g., seating), managing perceived control through efficient queuing systems, and ensuring staff are attentive and available.

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What did Machleit et al. (2000) find about crowding?

They found that perceived crowding in a retail environment has a direct negative impact on shopping satisfaction. This negative emotion, in turn, leads to lower overall evaluations of the store and reduced future patronage intentions.

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What are Altman's (1975) three types of territory?

1. Primary: Private spaces owned and used exclusively (e.g., a home). 2. Secondary: Public spaces used regularly, creating a sense of ownership (e.g., a 'regular' table at a café). 3. Public: Spaces occupied temporarily by individuals (e.g., a park bench, a spot in a queue).

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How do queuing systems (stanchions) relate to personal space and territoriality?

Queuing systems create clear, linear public territories for each person, preventing disputes over 'who's next'. They manage density by organising people, which reduces the perception of crowding and the stress of personal space invasions from people cutting in line.