How is the environment designed to help consumers process the information they need to make decisions and carry out their transactions?
Consumer Behavior Experience Exercises
Objectives:
• Help us think critically and analytically
• Build oral and written communication skills
• Apply class concepts
• Structure class discussion of experiences for maximum value
Over the course of the semester, you need to turn in 3 consumer behavior experience
exercises. One time, you need to also present your experience.
Format: 1.5 – 2 pages, single-spaced. Label the assignment “Experience Exercise #X: Consumer
Choice Process” etc. so it is clear to me exactly which directions you followed.
Sensory Marketing (Ch. 3)
Visit a retail or service environment and analyze the sensory experience provided to the
consumer. (Chapter 3, especially section 3.1). Consider the experience in each of the 5 sensory
categories (vision, hearing, touch, smell, taste), and consider sensory experiences marketers
deliberately created as well as the incidental ones – things the marketer probably didn’t intend to
do but that still impact the consumer’s sensory experience. How is the environment designed to
help consumers process the information they need to make decisions and carry out their
transactions? How does the design reflect what researchers know about the ways consumers
process information? Based on what you’ve learned about sensation, perception and perceptual
filters, what recommendations would you make to improve the sensory experience and
effectiveness? What sensory experiences that are relevant to the purchase decision or transaction
are missing? The key to a good score on this essay is your insightful recommendations – try to
come up with some truly useful ideas for improvements, things that would likely be feasible and
cost-efficient, but could have a big impact on the experience. (Note: if you did the similar retail
analysis assignment for Principles of Marketing, you may not do this assignment on the same
store.)
Chapter 3 booknotes
Atmospherics Levy Retail Chapter.pdf
Please follow the prompt and write this report over Ross Dress For Less and use the chapter 3 notes from the link.
Requirements:
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