BU432 Lecture Notes - Lecture 20: Social Comparison Theory, Keurig, Interpersonal Attraction
BU432
Decision Making: Choice and Post-Choice
Factors that Affect Purchase
Physical Surroundings
• Factors in the physical environment (lighting, music ,scent, temperature, etc.) can influence
likelihood of purchase
o Affects psychological states (e.g., attention, mood, arousal, self-concept)
▪ E.g. bright lighting => arousal, attention, etc. which => impulse purchases
(grocery stores) vs. dim lighting (relaxed, calm) => fine dining
Seating Arrangements
• Square vs. circular shaped seating- square will encourage individualism and may make people
feel less included or welcome but a circle will activate social and collectivist needs
Environmental Orderliness
• Disorganized vs. organized
• Who is more likely to spend more? Disorganized environment
o You feel as though your sense of control is threatened
Background Noise
• More creativity results from a moderately noisy environment vs. a quiet one
• Library vs. a coffee shop
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