MIT2306 Week 3.docx

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Western University
Management and Organizational Studies
Management and Organizational Studies 3321F/G
Selma Purac

MIT2306 – Week 3 Grocery-Store Psychology  High impulse buying 60-70% of all purchases are impulse buys  Grocery enacts the principle of store depth  The deeper you go into a store the more likely you are to make a purchase, maximizing the time you spend in the store  Encourages shoppers to make a full retail circuit  Products are placed on the edges of aisles for people to notice them  Basics and brand named products are usually placed in the middle forcing you to go into the aisle – you pass every other product increasing your chances of buying it (ikea principle)  Product placement is a type of geography we tend to overlook  Product grouping – everything you need to make a certain meal all in the same place  Timed bakery smells – early in the morning, after work  Valued shopper cards – encouraging customer loyalty (key in Kingdom Come)  Signage o Ex. Soup – 79 cents a can no limit most people will buy 3 or 4. Once there is a limitation shoppers feel like they have to buy more because it’s for a limited time only ie. Limit is 12, shoppers buy 7  Eye-level marketing o Stack products with the highest profit margin at eye-level o Sugary cereals are placed lower down so kids can see them  Irrational pricing – our brain automatically sees the first number ie. 4.99 (really closer to 5.00)  Sensory overload – happiness is the smell of a new car (if we feel good we are more likely to purchase)  Conditioning – shelves have become higher, cutting off peripheral vision making us more likely to move in a single direction eventually being exposed to everything in the store  Grocery store is one the best articulations about how space affects our purchase behaviour Kingdom Come  Ballard experienced the Japanese invasion and prison camps  Common themes o 1) world in ruin  Focuses on man-made landscapes, concerned with the darker side of humanity o 2) deviant psychologies  People are in a disturbed and obsessed society  Good deal of his writing is like a hallucination – bizarre and dream-like  Meant to be a warning for a possible human future  He is diagnosing society  Something real about the society he constructs  Anti-consumerist anthem  Work of philosophy, a novel of ideas rather than narrative  Difficult to figure out the motivation of the characters  Richard Pearson – investigating the death of his father who is gunned down by a mental patient who is later released  Encounters 3 different groups that signify different views on consumption and consumer culture st  1 group – Goodwin, Sangster, Maxted o Want to create a facist state to create chaos o This will cause authorities to get involved and ultimately get rid of the Metro Centre  2 group – increase sales at the Metro centre through a subversive ad campaign (Pearson) rd  3 group – ‘crazies’  Brooklands – completely disconnected from everything o No theatres, civic centres, churches o Metro centre is the center of everything and has replaced ^ o Lives are dominated by consumerism o At first, ‘feel-good’ atmosphere when Pearson first arrives o Begins to see the dark undercurrent o Immigrant communities who don’t take part in the consumerism are faced with violence and racial aggression  Anti-consumerist anthem  Atmosphere of anxiety o Ie. Chapter 1 o Bernaysian ideas o Anxiety that is relieved by shopping  Relationship between consumerism and Freud’s Id concept  2 central spaces of the novel: o 1) suburbia  Begins with big box stores that require a lot of space  Houses are built around the stores where people begin to settle  Larger and cheaper houses in suburbia than downtown  Stores come to occupy the space first before the houses – represents a reversal of the traditional system and a shift towards a consumer based system  Defined according to the drive to consumer  Everyone lives in an eternal retail presence - consumerism dominates every aspect of their lives  The consumption is not real satisfaction  “The suburbs dream of violence” (3)  Spcace that is kept in check by shopping for now, but the consumers dream of vioenece  Docile cattle, consumer fulfillment = boredom = BOURGEPOSOE PSYCHOSIS  All desires are being fulfilled by consuming but in reality the consumers are bored and amuse themselves by acting out against immigrants  Inevitability – shopping is not always going to be enough to contain these people  Everyone in suburbia has become citizen of the mall – microcosm of the world  Symbol/icon of American culture o American Mall (movie) – the mall is a gathering place o 2) Metro Centre  Victor Gruen - Mall as utopian community oriented centre  Believed that through the mall you can unite people of disparate backgrounds  Mall set up to make you feel at home – couches, lighting etc.  Built in the middle of nowhere in order to expand the communal element – communal location  Mall as community – oriented centre  Sangster talks about the metro centre – consumerism as ritual (collective enterprise” (85) metro centre becomes the community  Mall becomes central to politics – the one thing that holds society together  Consumerism as ritual “collective enterprise” (85)  Consumerism as “new form of mass politics” (85)  theatrical, driven by emotion, attainable products are always the promise  Its about evoking emotional responses rather than rational responses  Mall as Monster (Cyclops)  1) Primal creature
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