MARK 4500 Chapter Notes - Chapter 10: Servicescape, Unconscious Cognition, Color Theory
10 Jun 2018
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CHAPTER 10 – Crafting the Service Environment
Purpose of Service Environment (servicescapes)
− Relate to the style and appearance of the physical surroundings and other experiential elements
encountered by customers at service delivery sites (perceive holistically)
1. “hape ustoers’ eperiee ad their ehaiors
a. Message-creating medium (symbolic cues show the nature of the experience)
b. Attention-creating medium (stand out)
c. Effect-creating medium (colors, textures, sounds)
2. Support image, positioning, and differentiation
a. Different hotel lobbies for different locations
3. Part of the value proposition
a. Help shape feelings and reactions (Disneyland)
b. Form a core part of value proposition (Las Vegas)
4. Facilitate service encounter and enhance productivity
a. Signs that show where to go or what is offered
Understand Consumer Responses to Environments
− The Mehrabian-Russell Stimulus-Response Model
o The environment, its conscious and
unconscious perceptions, and
interpretation influence how people
feel in that environment
o Feelings, rather than
perceptions/thoughts drive behavior
o Tpial outoe ariale is approah
or aoidae of a eiroet, ut
other possible outcomes can be added
to the model
− The Russell Model of Affect
o Emotional Responses described in 2
dimensions:
▪ Pleasure – how much individual likes
or dislikes, subjective
▪ Arousal – how stimulated individual
feels, depends largely on information
rate on environment
o Separates cognitive emotions from emotional
dimensions
o Advantage: simple, direct approach to
ustoer’s feeligs
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