Turning the shelves: empirical findings and space syntax analyses of two virtual supermarket variations

The spatial structure of a virtual supermarket was systematically varied to investigate human behavior and cognitive processes in unusual building configurations. The study builds upon experiments in a regular supermarket, which serve as a baseline case. In a between-participant design a total of 41 participants completed a search task in two different virtual supermarket environments. For 21 participants the supermarket shelves were turned towards them at a 45° angle when entering the store, giving high visual access to product categories and products. For 20 participants the shelves were placed in exactly the opposite direction obstructing a quick development of shopping goods dependencies. The obtained differences in search performance between the two conditions are analyzed using space syntax analyses and comparisons made of environmental features and participants’ actual search path trajectories

An Exploratory Look at Supermarket Shopping Paths

We present analyses of an extraordinary new dataset that reveals the path taken by individual shoppers in an actual grocery store, as provided by RFID (radio frequency identification) tags located on their shopping carts. The analysis is performed using a multivariate clustering algorithm not yet seen in the marketing literature that is able to handle data sets with unique (and numerous) spatial constraints. This allows us to take into account physical impediments (such as the location of aisles and other inaccessible areas of the store) to ensure that we only deal with feasible paths. We also recognize that time spent in the store plays an important role, leading to different cluster configurations for short, medium, and long trips. The resulting three sets of clusters identify a total of 14 canonical path types that are typical of grocery store travel, and we carefully describe (and cross-validate) each set of clusters These results dispel certain myths about shopper travel behavior that common intuition perpetuates, including behavior related to aisles, end-cap displays, and the racetrack. We briefly relate these results to previous research (using much more limited datasets) covering travel behavior in retails stores and other related settings

Testing Behavioral Hypotheses Using an Integrated Model of Grocery Store Shopping Path and Purchase Behavior

We examine three sets of established behavioral hypotheses about consumers\u27 in-store behavior using field data on grocery store shopping paths and purchases. Our results provide field evidence for the following empirical regularities. First, as consumers spend more time in the store, they become more purposeful—they are less likely to spend time on exploration and more likely to shop/buy. Second, consistent with “licensing” behavior, after purchasing virtue categories, consumers are more likely to shop at locations that carry vice categories. Third, the presence of other shoppers attracts consumers toward a store zone but reduces consumers\u27 tendency to shop there

The effects of store atmosphere on shopping behaviour - A literature review.

This paper provides an insight into how the atmospherics of a retail environment influence shopping behaviour. Its objective is to support researchers and practitioners by summarizing the current state of knowledge and identifying gaps and avenues for future research. The scope covers studies in retail marketing and environmental psychology published during the last 35 years. It has been shown that environmental cues (music, scent etc.) have an effect on the emotional state of the consumer, which in turn causes behavioural changes, both positive (approach, buy more, stay longer etc.) and negative (not approach, buy less, leave earlier etc.). Most studies make reference to the PAD model, which proposes that the relevant emotions in this process can be measured along three dimensions Pleasure, Arousal and Dominance (Mehrabian, A. & Russell, J.A.,1974, An approach to environmental psychology, Cambridge, MA.: MIT Press). Since then, significant advances have been made to understand the effect of individual cues, their interaction, as well as the role of moderators, such as gender, age, or shopping motivation. However, there are a number of opportunities for further research. Too little is known about the moderating effects of Arousal and Dominance and how they interact with each other and with Pleasure dimension. Also a number of other moderators, such as gender and culture, should be integrated into the model

Shop different : consumers' motivations for unplanned purchases

Despite marketers’ interest in consumers’ motivations for in-store decision making, past research has treated all unplanned purchases as the same behavior. To address this research gap, this dissertation investigations consumers’ motivations for unplanned purchases. The introduction presents the definition and importance of the unplanned purchasing phenomenon before reviewing past research on in-store decision making and the significant remaining research questions. The first essay distinguishes between consumers’ intrinsic (i.e., internal) and extrinsic (i.e., instrumental) motivations for unplanned purchases and introduces a novel theory of sequential choice: in-store motivation balancing. This theory predicts that consumers’ motivations for unplanned purchases change over a shopping trip to reflect the balancing of intrinsic and extrinsic purchase motivations. A field study and two online shopping experiments that integrate the in-store path-to-purchase with consumers’ motivations provide evidence that consumer motivations are dynamic and impacted by a three-way interaction between the personality trait of buying impulsivity, trip progress, and budget focus. This theory extends the literature on motivation change during sequential choice to the in-store decision making domain. Importantly, the factors that influence purchase motivations address several unanswered questions in the literatures of impulse buying and self-control. Finally, the dynamics of in-store motivation provide insights for retailers and manufacturers to become more shopper-centric with their in-store merchandising and promotion tactics. The second essay investigates the moderating effect of consumers’ dynamic motivations for unplanned purchases on the effectiveness of in-store marketing. Based on motivation theory and the general fit literature, two field studies and two shopping experiments test the relationship between consumers’ intrinsic and extrinsic shopping motivations and three types of point-of-purchase messages (i.e., intrinsic motivation messages, non-price extrinsic motivation messages, and price-based messages). The results demonstrate that retailers frequently employ non-price in-store marketing, that in-store marketing is significantly related to shopping motivations, and that consumers are more likely to make an unplanned purchase from a display with in-store marketing that matches their dynamic shopping motivations. While the effectiveness of price-related retail promotion is well established in past research, this research is the first to investigate the effect of in-store marketing on the likelihood of an incremental unplanned purchase. From a managerial point-of-view, the results provide insights for how retailers and manufacturers can deliver the right message to the right consumer at the right time using personalized in-store marketing tactics such as mobile applications and digital signage.Marketin

Cognitive load during planned and unplanned virtual shopping:Evidence from a neurophysiological perspective

Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping consumer buying patterns, making it crucial for businesses to enhance their shopping experience. This new scenario challenges marketers with unique hurdles in both the commercialization of products and in managing information cues derived via VR retailing. Therefore, this study examined consumers’ impulsive behavior and unplanned purchases in a virtual retail store, using self-reports and electroencephalography. Borrowing assorted perspectives from retailing, virtual reality, and neuromarketing literature, we extended the stimulus-organism-response framework to evaluate how unplanned behavior evolves through conscious and unconscious measures. We found that consumers’ impulsiveness was significantly associated with their unplanned expenditure and the number of unplanned purchases. Using mediation analysis, we observed that flow experience during shopping partially mediated the relationship between the sense of presence and the desire to stay longer in a virtual shopping store. Desire to stay in the virtual store positively influenced store satisfaction, basket-size deviation, and budget deviation. Additionally, cognitive workload obtained via electroencephalogram revealed significant differences during both planned and unplanned purchases. These findings provide fresh opportunities for retailers to leverage the disruptive potential of immersive and interactive virtual technology to transform consumer shopping experiences

Targeted Investment for Food Access

This project focuses on modeling access to food locations by identifying the most critical roadway links in a transportation network. This project extends the Critical Closeness Accessibility (CCA) measure developed by Novak and Sullivan (2014) to identify the roadway infrastructure components that are most critical with respect to food accessibility. Specifically, origin and destination weighting are included for the application of food security, where origins are weighted according to household vulnerability and destinations are weighted by retail-grocery square footage. The CCA is further extended by calibrating the trip impedance constant, ω, in the original formulation of the CCA with actual grocery-shopping data from the National Household Travel Survey. This calibration modifies the functional form of the accessibility measure to address trips focused on food access and thus incorporates realistic travel expectations for retail grocery familiarity of households. The project also provides a unique method for estimating household level vulnerability characteristics using population synthesis. The modification of the CCA to address food accessibility can be used to support more targeted investment in transportation assets, as the CCA is indexed to specific roadway links in the network. The methodology is demonstrated using the Travel Demand Model of Chittenden County, Vermont

Supermarket savvy: An analysis of psychological exploitation within grocery stores

As obesity rates continue to climb around the world, an increased effort is needed to explore all means of prevention and intervention. Although previous research has examined the effectiveness of strategies like nutritional education, little research has been conducted surrounding the interplay of psychology and marketing within the context of grocery stores. As such, this paper examines the presence of psychological manipulation within grocery stores and the influence is has upon product choice, and ultimately consumption. Several key variables have been taken into account for this analysis, including store layout, location, product placement, packaging, and others, to provide a holistic understanding of the shopper’s experience. Although the marketing systems and displays within grocery stores were comparable between the United States (US) and Switzerland, the Swiss system was found to exhibit fewer profit-based marketing tactics. Moreover, strategies that are used in Switzerland were found to be less forceful. Further research should seek to examine why this is, how it relates to the profound difference in obesity rates, and also the average level of shopper’s awareness for these tactics

DYNAMIC CONSUMER DECISION MAKING PROCESS IN E-COMMERCE

This dissertation studies the dynamic decision making process in E-commerce. In the first essay, we use eye tracking to investigate how consumers make information acquisition decisions on attribute-by-product matrices in online choice environment such as comparison websites. Hierarchical Hidden Markov Model is used to describe this process. The model consists of three connected hierarchical layers: a lower layer that describes the eye movements, a middle layer that identifies product- and attribute-based information acquisition modes, and an upper layer that flexibly captures switching between these modes over time. Findings of a controlled experiment show that low-level properties of the eye and the visual brain play an important role in dynamic information acquisition. Consumer switch frequently between two acquisition modes, and higher switching frequency increases decision time and reduces easiness of decision making. These results have implications for web design and online retailing, and may open new directions for research and theories of online choice. The second essay investigates how usage experience with different types of decision aids contributes to the evolution of online shopping behavior over time. In the context of online grocery stores, we categorize four types of decision aids that are commonly available, namely, those 1) for nutritional needs, 2) for brand preference, 3) for economic needs, and 4) personalized shopping lists. We construct a Non-homogeneous Hidden Markov Model of category purchase incidence and purchase quantity, in which parameters are allowed to vary over time across hidden states as driven by usage experience with different decision aids. The dataset was collected during the period when the retailer first launched its web business, which makes it particularly suited to study the evolution of online purchase behavior. We estimate the model for the spaghetti sauce and liquid detergent categories. Results indicate that four types of decisions influence evolution of purchase behavior differently. Findings from this study enrich the understanding of how purchase behavior may evolve over time in online stores, and provide valuable insights for online retailers to improvement the design of their store environments