Consumer Behaviour Essay Example | Topics and Well Written Essays - 1000 words

Consumer Behaviour - Essay ExamplePhil Kotler defines Atmospherics as the effort to design buying environments to produce specific randy effects in the buyer that enhance his or her purchase probability. The majority of the American public is unaware that they are spending more or little time in investment trusts, moving slower or faster through the aisles, and purchasing items that have no concrete value to them because their unconscious is being told to fill decisions contrary to that which they desire.Atmospherics create an illusion that stores try to sustain throughout the consumers shopping experience. In Marketing of the Mind, the authors argue that people higgle a mall solely for its disorientating effect they call it a vacation from the senses, much like drinking alcohol. (Walsh, Brown. Media Literacy for the Unconscious Mind. The Journal of New Media & Culture. overwinter 2002, Vol.1, No.1).Storeowners attempt to influence consumers by creating an innovative store layo ut. Victor Gruen is accredited with conceiving an ideal environment for a shopping mall. Departmental stores, which were the main impetus to go to malls, are placed at opposite ends of the interior walkway the logic being that consumers must pass all of the smaller shops when traversing between them.Along with climatical control, a lack of clocks, and centrally controlled lighting, the consumer loses all sense of direction, time of day and duration of his or her stay the consumers eye literally becomes glazed over, and he or she loses the ability to make economically realistic decisions. Parking is often located underneath the stores premises, so consumers cannot determine where in the store they are making their entrance, which adds to their disorientation. The shopping environment is thus transformed from a relatively neutral place to one that harbors numerous stimuli that urge