Navigation Links
Stimulating the appetite can lead to unrelated impulse purchases
Date:1/8/2008

Exposure to something that whets the appetite, such as a picture of a mouthwatering dessert, can make a person more impulsive with unrelated purchases, finds a study from the February 2008 issue of the Journal of Consumer Research. For example, the researchers reveal in one experiment that the aroma of chocolate chip cookies can prompt women on a tight budget to splurge on a new item of clothing.

We found that an appetitive stimulus not only affects behavior in a specific behavior domain, but also induces a shared state that propels a consumer to choose smallersooner options in unrelated domains, explains researcher Xiuping Li (National University of Singapore). Similarly, the presence of an attractive woman in the trading room might propel an investor to choose the investment option providing smaller but sooner rewards.

In the first experiment, Li asked participants to act as photo editors of a magazine and choose among either appetite stimulating pictures of food or non-appetite stimulating pictures of nature. A control group was shown no pictures at all. All were then asked to participate in a lottery that would either pay them less money sooner or more money later.

Those who had been exposed to the photos of food were almost twenty percentage points more likely to choose the lottery with the chance of a smaller, more immediate payoff than those who were exposed to the photos of nature (61 percent vs. 41.5 percent) and eleven percentage points more likely to choose the short-term gain than those who had not been exposed to any stimulus (61 percent vs. 50 percent).

Similarly, another experiment used a cookie-scented candle to further gauge whether appetitive stimulus affects consumer behavior. Female study participants in a room with a hidden chocolate-chip cookie scented candle were much more likely to make an unplanned purchase of a new sweater even when told they were on a tight budget than those randomly assigned to a room with a hidden unscented candle (67 percent vs. 17 percent).

The scent of the appetitive stimulus led to reduced happiness with remote gains, which implied that participants in a present-oriented state were less sensitive to future values, Li explains. In addition, [this] experiment showed that participants were more likely to satisfy their current and spontaneous desire if they were exposed to the unrelated appetitive stimulus before they made the decision.

Li concludes: If retailers want to push their customers to shop more rather than stay longer, they should not only maintain a pleasant environment but also an environment full of temptations and excitement.


'/>"/>

Contact: Suzanne Wu
swu@press.uchicago.edu
209-608-2038
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. Stimulating muscles may improve musicians dystonia
2. National Patient Advocate Foundation (NPAF) Statement Regarding New FDA Label on Erythropoietin Stimulating Agents (ESAs)
3. Unrelated Cord Blood Helps Infants With Metabolic Disorders
4. Mini transplant patients outcomes similar using related and unrelated donor cells
5. Francks Compounding Lab Purchases Wisconsin Pharmacy
6. CorVel Corporation Announces Resumption of Stock Repurchases
7. Dixtal Medical Purchases Novametrix Pulse Oximetry Business from Respironics
8. Hospital Corporation of America Purchases Seventh CyberKnife(R) System
9. MaxLife Fund Corp. purchases a portfolio of Life Settlement Policies with a face value of $4,000,000
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:8/23/2017)... ... August 23, 2017 , ... Virsys12, ... strategic growth plans, announcing the hiring of Kevin Keelan as a Senior Account ... seasoned sales manager, Keelan will be working with Virsys12 senior leadership to extend ...
(Date:8/22/2017)... ... August 22, 2017 , ... ... of unique masks and serums that perfectly fuse the beauty of naturally derived ... the 2017 Indie Beauty Expo on August 23rd & 24th in New York ...
(Date:8/22/2017)... ... August 22, 2017 , ... ... the addition of Zack Tisch as the firm’s new Consulting Services Executive. Mr. ... consulting firm’s national accounts, from assisting clients with initial vendor selection and pre-implementation ...
(Date:8/22/2017)... DFW Metroplex, TX (PRWEB) , ... August 22, 2017 , ... Five Star Glass is ... They provide repair and replacement of auto glass for most makes and models, in ... area in the USA. , They have been a family owned business for the ...
(Date:8/22/2017)... ... , ... “Covert Awakening”: Walid’s spiritual journey from Islamic terrorist ... a consultant for the Intelligence Community. For more than ten years, she ... region. Julianne has written hundreds of reports for the US government analyzing ...
Breaking Medicine News(10 mins):
(Date:8/4/2017)... , Aug. 4, 2017 The search ... shortly after a physician/patient consult has long been the ... was a notable focus of the largest meeting of ... according to healthcare market research firm Kalorama Information.  The ... testing (POCT) offerings or related supplies and software were ...
(Date:8/3/2017)... -- Opioid addiction and other drugs of abuse, blood poisoning ... outcomes, were problems taken on directly as laboratory professionals, ... them, met this week. This according to Kalorama Information. ... abuse, procalcitonin and acute kidney injury were key focuses ... in San Diego, CA.  Mechanisms ...
(Date:8/2/2017)... and BENTON, Ky. , Aug. 2, 2017   Marshall County ... its environmental services (ES) team to proactively reduce the risk of hospital-acquired infections (HAIs). The ... disinfection robot that uses UVC light energy to kill deadly pathogens such as C. ... Tru-D SmartUVC ... Tru-D in action in ...
Breaking Medicine Technology: