I thought today would be nice to do a short post on studies found concerning consumer perceptions.
1) Researchers in Britain found that when playing French music in a wine store, more French wine was bought and when German music was played, more German wine sales increased.
2) Patrons at a restaurant spend more money when classical, jazz and popular music were being played in the background compared to none.
3) People eating alone at restaurants eat the least. With one person, they eat 35% more than they do at home. With 3, they eat 75% more and with 7 or more, 96% more.
Heuristics - cognitive biasness
1) Priming - Your decisions are affected by the event that just took place. You read cards containing the words like apricots, oak, honey and pineapples. Then you go into a wine shop. You will be searching for an oaked Chardonnay.
2) Anchoring - Making a decision based on comparison to something. A $50 bottle of wine seems expensive when it is surrounded by $7 bottles but cheap when surrounded by $200 bottles.
3) Framing- Reaching conclusions based on the 'framework' within which a situation was presented. You go into a wineshop and you see your favourite wine. You will buy a bottle. But when you see that there is a limit to only 6 bottles per customer, you are likely to buy 4 or 5.
4) Expectations - The mind makes models of what it thinks will happen. When you drink a bottle of wine that you are being told cost $50, you will find that it tastes better than a bottle that cost $5, even if both wines were actually identical.
5) Arousal - People think differently depending on their state of mind. If you drink wine with a picture of a beautiful smiling woman in front of you, you will enjoy it more than when you have a picture of an angry man.
References: 1) Why we make mistakes: how we look without seeing, forget things in seconds and are all pretty sure we are way above average, pg92-93
2) The effect of Music in a Restaurant http://esf.ccarh.org/254/254_LiteraturePack1/Restaurant_Music_Wilson.pdf
3) Nudge: improving decisions about health, wealth and happiness, pg64
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