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Table of Contents
Intro
Foreword
Shopping Experiences of the Future or How We Can Appreciate "Lädelen" Again
Contents
About the Editors
Introduction: The Renaissance of Stationary Trade
Problem 1: Lack of Common Understanding
Problem 2: Multisensory Is Not to Be Confused with Tradition and Nostalgia
Problem 3: Lack of Starting Points for Practical Implementation
Problem 4: Lack of Coordination Function and Change Culture in the Company
Part I: Multisensory: Perception with All Senses. Neither Marketing Hype Nor Esotericism, But Back to Being Human
1: Multisensory in Stationary Retail: Principles and Practice in Customer-Centered Store Design - Neuromerchandising at the Point of Sale
1.1 Multisensor Technology from the Very Beginning
1.2 Principles of Influence Through Multisensory Technology in Stationary Retailing
1.3 Indoors and Outdoors
1.4 How Does the World Get into My Head?
1.5 Perception: Truth with Limited Liability
1.6 Context Dependency and Multisensory
1.7 Principles of Design in Multisensory
References
2: The Emotional Organization: Feelings, Senses, Consciousness
2.1 Introduction
2.2 Store Concepts Today
2.3 The Shopper, an "Emotional Animal?"
2.4 CDA Centre d'ambiance"!Development Work
2.4.1 Model Prof. Dr. Paul D. MacLean
2.4.2 Maslow
2.4.3 CDA Findings from Development Work
2.5 Threat and Joy
2.6 The FMA© Color Method Analysis
2.6.1 Goethe
2.6.2 Origin FMA©
2.6.3 The FMA© at the POS: Application for the POS/POI/POP
2.6.4 Insights into Practical Examples of FMA© Color Method Analysis
2.7 The Emotional Organisation: Recognising and Implementing It
References
3: Perception Research and Its Significance for Retail Marketing and Shopper Research
3.1 Understanding of Terms
3.2 Properties of Perception
3.3 Basic Findings and Instruments for Controlling Perception
3.3.1 Conscious Perception
3.3.2 Measurement of Conscious Perception
3.3.3 Unconscious Perception
3.4 Perception Illusions
3.5 Conclusion
References
4: From Bottom-Up to Top-Down in the Store Environment: Multisensuality Using the Example of Background Music
4.1 Bottom-Up and Top-Down Processing as Overarching Approaches
4.1.1 From Bottom-Up to Top-Down
4.1.2 Targets and Distractions: Impulse Buying
4.2 Consumption Targets, Signals and Reward System
4.3 Multisensuality: When the Whole Is More than the Sum of the Parts
4.4 Multisensuality in Application: The Example of Background Music
4.4.1 Effects of Musical Tempo
4.4.2 Fit Effects of Music
4.4.3 Cognitive Effects of Music
4.4.4 Experience of Time and Music
4.5 Conclusion: Music or Not? Under What Conditions?
References
5: Looked at and Bought? How Extrinsic and Intrinsic Product Characteristics Influence Food Purchases
Foreword
Shopping Experiences of the Future or How We Can Appreciate "Lädelen" Again
Contents
About the Editors
Introduction: The Renaissance of Stationary Trade
Problem 1: Lack of Common Understanding
Problem 2: Multisensory Is Not to Be Confused with Tradition and Nostalgia
Problem 3: Lack of Starting Points for Practical Implementation
Problem 4: Lack of Coordination Function and Change Culture in the Company
Part I: Multisensory: Perception with All Senses. Neither Marketing Hype Nor Esotericism, But Back to Being Human
1: Multisensory in Stationary Retail: Principles and Practice in Customer-Centered Store Design - Neuromerchandising at the Point of Sale
1.1 Multisensor Technology from the Very Beginning
1.2 Principles of Influence Through Multisensory Technology in Stationary Retailing
1.3 Indoors and Outdoors
1.4 How Does the World Get into My Head?
1.5 Perception: Truth with Limited Liability
1.6 Context Dependency and Multisensory
1.7 Principles of Design in Multisensory
References
2: The Emotional Organization: Feelings, Senses, Consciousness
2.1 Introduction
2.2 Store Concepts Today
2.3 The Shopper, an "Emotional Animal?"
2.4 CDA Centre d'ambiance"!Development Work
2.4.1 Model Prof. Dr. Paul D. MacLean
2.4.2 Maslow
2.4.3 CDA Findings from Development Work
2.5 Threat and Joy
2.6 The FMA© Color Method Analysis
2.6.1 Goethe
2.6.2 Origin FMA©
2.6.3 The FMA© at the POS: Application for the POS/POI/POP
2.6.4 Insights into Practical Examples of FMA© Color Method Analysis
2.7 The Emotional Organisation: Recognising and Implementing It
References
3: Perception Research and Its Significance for Retail Marketing and Shopper Research
3.1 Understanding of Terms
3.2 Properties of Perception
3.3 Basic Findings and Instruments for Controlling Perception
3.3.1 Conscious Perception
3.3.2 Measurement of Conscious Perception
3.3.3 Unconscious Perception
3.4 Perception Illusions
3.5 Conclusion
References
4: From Bottom-Up to Top-Down in the Store Environment: Multisensuality Using the Example of Background Music
4.1 Bottom-Up and Top-Down Processing as Overarching Approaches
4.1.1 From Bottom-Up to Top-Down
4.1.2 Targets and Distractions: Impulse Buying
4.2 Consumption Targets, Signals and Reward System
4.3 Multisensuality: When the Whole Is More than the Sum of the Parts
4.4 Multisensuality in Application: The Example of Background Music
4.4.1 Effects of Musical Tempo
4.4.2 Fit Effects of Music
4.4.3 Cognitive Effects of Music
4.4.4 Experience of Time and Music
4.5 Conclusion: Music or Not? Under What Conditions?
References
5: Looked at and Bought? How Extrinsic and Intrinsic Product Characteristics Influence Food Purchases